The challengeCreate a music video that could amplify the satirical spirit of Mai Dire Mai, translating its social commentary into a bold and immediate visual concept. The challenge was to build a recognisable narrative around the obsession with visibility, popularity and social validation.
The idea2RIOT imagined a surreal talent show hosted by Willie Peyote himself, where contestants compete for attention through increasingly absurd performances. Every challenge is judged by the only currency that matters: likes. Behind the playful aesthetic lies a darker reflection on the consequences of living in a culture driven by constant competition for visibility.
The experience2RIOT conceived, wrote, art directed and directed the official music video, developing its visual language from concept to final delivery. Through carefully designed sets, stylised characters and a cinematic approach to performance, the project transforms social media dynamics into a satirical spectacle that balances irony with social critique.
OutcomeReleased as the official video accompanying Mai Dire Mai during the 2021 Sanremo Music Festival, the project became part of one of Willie Peyote's most acclaimed releases. The song was awarded the Mia Martini Critics' Prize, while the video expanded its message through a distinctive visual narrative that reinforced the artist's sharp and ironic perspective on contemporary society.
