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Music video director Helmi signs at Mirror
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The Parisian production house has signed Helmi for representation in commercials, music videos and branded content.
Juliette Lambert's Parisian production house Mirror has signed image-maker Helmi for representation in commercials, music videos and branded content.
Helmi directed award winning music videos for Rosalia, Kali Uchis, Rita Ora, Cardi-B, Kelela, Roots Manuva, Tiga, Etienne de Crecy and plenty of leading brands commercials such as Louis Vuitton, Lanvin, Jacquemus, Kenzo, Citroënn Lexus, Renault to name a few. Weighted with several UKMVA, Lions Cannes, D&AD and Clios, Helmi is known for his high-end artistic direction and unleashed film making. Always focused on new ideas and unexpected visual language, Helmi likes to tweak his tastes and expertise to seek this 'je ne sais quoi' that gives all his films a unique tone.
Stan Bertin, EP at Mirror said: "Helmi is the kind of director who spends his time at pop outposts mixing high-end artistic direction with VFX, unleashed filmmaking and appealing casting. We know for each other for a long time and met again at Rencontres d’Arles last year, we spent some quality times surrounded by great photos, we discussed a lot. He was seeking for a new challenge I was into deploying Mirror’s roaster to embrace new challenges. We shook hands late last year to make this collaboration happen."
Helmi adds: "I’m so excited about this new collaboration. We knew each others for years now and naturally I took this decision to be represented by a company like Mirror. Their roster and production team are totally what I was looking a as bold as elegant company, and their objective for the years to come are the same as me : storytelling, experimenting and well crafted commercials so it was a match."
Bertin adds: "I always have the exact same pleasure when I discover Helmi’s music videos and commercials. Each time it is new and crafted, fun and generous, we can easily see that Helmi is dedicating his creativity to any project he is embracing, with a tremendous heart. That’s key for me : the creative generosity. Helmi is someone the French market know very well already through his award-winning music videos and commercials. I’m excited to work with him on fun scripts and edgy music video projects."
As a multi-disciplined talent, Helmi is already juggling with many projects as we speak : preparing a music video in the Morroccan desert for a French artist and a commercial for an iconic perfume brand. Helmi ended "Working with Juliette Lambert and her team, contributing to Mirror’s development as a mainstream established production house is something very exciting!"
