Production Company

REVERSE

Paris-based director Elisa Baudoin directs an effervescent&nbsp;promo for French pop star Maëlle - packed with Y2K nostalgia energy.&nbsp;The video for Tic Tac - a song about desire, attraction, and the charged tension between two people - marks a&nbsp;bolder, more direct chapter in the career of&nbsp;Maëlle, winner of The Voice France aged 17 and a pop star in France ever since.&nbsp;And&nbsp;Baudoin's visual approach matches that energy beat for beat.It's a&nbsp;full Windows 98 nostalgia trip. Blue Screen of Death, Explorer windows tiling multiple shots at once, MS Paint canvases, drone crosswalk footage repurposed as desktop wallpaper...&nbsp;The Paris-based director builds a retro aesthetic that feels anything but nostalgic for its own sake.[imgtoken data:1][imgtoken data:2]It's a hyper-vibrant fever dream of floating windows and textural cityscapes, blurring our reality and&nbsp;online lives with editorial flair.&nbsp;The lo-fi, mixed-media framework becomes an unexpected vehicle for the song's tension and heat.Baudoin and Maëlle are longtime friends and collaborators, and with&nbsp;Baudoin also taking the lead on editing and VFX, she says that the&nbsp;creative constraints of the project became its defining quality."In music video, budget constraints have always been one of the more interesting creative drivers,"&nbsp;explains Elisa Baudoin.&nbsp;"We could move fast, try things, throw them away. There's no room for overthinking when you're working like that."The lo-fi texture fast became the point but I really wanted it not to feel like a gimmick and I think you feel that energy in the final cut,"[imgtoken data:3]