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Apacalda 'Male Gaze' by Maïlis

Rob Ulitski - 21st Oct 2022

Maïlis laments the male gaze in this confrontational promo for Apacalda. 

Haunting and ethereal, the video sees the artist running from something, observing herself in a mirror before being subjected to an uncomfortable, disturbing stare from a pack of men. 

The darkly evocative concept paints these situations as claustrophobic and painful, using ramped shutter speeds and anxiety-inducing angles to create the feeling of primal fear.

The frantic edit amps up the uneasiness of the concept, interjecting hypnotic cutaways and skewed cutaways to build layers of stirring emotion. 

"When listening to Apacalda's song for the first time I knew right away that I needed to put images on it," Maïlis says. "It felt like a calling, not even a choice. Addressing women issues is so deeply rooted in me that everything in this video feels so natural. I wanted to explore the blur that can be created in our head when we are too often confronted with these situations and when it plays with our own mind.

"An exploration on the male gaze : A broad term describing the lens through which men in a heterosexual-masculine-based society illustrate women and the world. Women are generally sexualized, objectified, and seen as inferior through this lens, and it's argued to be a driving ideology behind sexism in modern society. And, rather than a conscious and vicious mindset, this is mainly subconscious through lifelong subjection to biased media, language, job market, etc, in conjunction with natural desires heterosexual men possess."

Rob Ulitski - 21st Oct 2022


  • Director's notes
  • Male Gaze
  • Uncomfortable
  • Haunting
  • Performance
  • Abstract
  • Cutaway

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Director of Photography
Thomas Fontaine


Production designer




Brittney Canda

Rob Ulitski - 21st Oct 2022

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