Written by Hatti Rex
Eugene McMahon's sheer creativity in his latest work for dreamy electro-pop singer Wafia via Atlantic Records combines self-recorded camera footage with a fresh-feeling aesthetic.
The video features Wafia and her girlfriends dancing in their bedrooms, a rite of passage that rings familiar to all women, edited together with a hint of peach in a celebration of femininity. A simple concept executed perfectly, with a clear vision taken from the brief through to the final result.
“At the time when I got the brief, it seemed like new videos and articles of famous people in their lockdowns were coming out every day. All of that was giving me this huge sense of disconnect”, with endless Instagram lives from their mansions and singing compilations in place of restorative donations, the majority of us as viewers were feeling the technological burnout, Eugene too.
“Like I think most of their intentions were good but it was pretty obvious that what they were going through was different than what most people were going through. With the video, more than anything I just wanted to portray our current situation in a way that would feel more relatable and truthful.”
“Wafia is an artist who is undeniably herself and wears her authentic personality on her sleeve. When it came to creating something that felt true to her and the rest of the girls in the video, she wouldn’t have had it any other way.”