For the “Wonderful Life” music video project for the French singer Imany, ITAK had to capture the essence of the song’s message through a visually captivating narrative. ITAK created a dreamlike video that centered around a heartfelt story of a mother and son. The objective was to combine beauty and emotion, while also paying tribute to the positive world of tomorrow. The video had 1.2M+ views on Youtube in 1 year. The combination of a heartfelt narrative, stunning visuals, and powerful symbolism made the video a standout representation of Imany’s music and message.

Project Deliverables

• Exploration : Thorough visual research to define artistic orientation. ITAK drew inspiration from the cinematic style of Terrence Malick to shape the visual aesthetics and storytelling approach of the music video.
• Ideation : Development of the narrative of the “Wonderful Life” music video, which revolves around the son’s journey to find his mother through the trail of flower petals. Conceived a heartfelt story that pays homage to the bond between a mother and child, embodying the positivity and hope for the future that the song conveys. 
• Build : Organization of a five-day shoot in Fort Aventura and Tenerife with a crew of around thirty people. Directed by Mado Scott (ITAK CCO) and cinematography by Sophian Belgarbi. 
• Extra Mile : Live-action footage of 3D flower scenes, achieving an enchanting ambiance that echoes the song’s themes.