BBC RADIO 1
Where It Begins
Directed by J.A.C.K
The Parisian directors Camille Hirigoyen and Julien Choquart, commonly known as J.A.C.K win it all!
The best promo award at the Victoires de la Musique ( the equivalent of the Brit Awards in France) and their collaboration with Madonna on her last video, track them to a successful year!
Flashback on an amazing journey.
It all begins in a classroom of the Penninghen Superior School of Graphic Arts, in Paris, where the duo meets. Upon graduation, they leave Paris and move to Shanghai in 2005. Intrigued by the complementary portfolios of those two creatives, their first Chinese clients offer them to work together. The duo follows the energy and dynamism coming from that growing and emerging city. And after only a few weeks, they are given the advertising campaign of Vogue Magazine that has just launched its Chinese edition, and then they win Nike for Wieden and Kennedy Shanghai. The submissions and experiment proposals of Camille and Julien add some freshness to a country that is reinventing itself. They are given carte blanche and success is just around the corner. Their advertising adventure continues in London, Amsterdam and Tokyo working closely with the Wieden family.
At the beginning of 2009, they return to Paris and become J.A.C.K. Luxury brands such as Dior, Maison Martin Margiela as well as famous brands like Ikea are irremediably drawn to them, yet they continue to direct music videos for young artists.
In 2014, J.A.C.K meets with the French artist “Christine and the Queens” who asks them to direct two films. It’s love at first sight, both on an artistic and human level. Two clips will result from this productive collaboration: St Claude- Awarded best music video at the Victoires de la Musique and more than 5 million views to date on YouTube then Christine. Both films are graphically very pure.
That’s when Madonna spots them. Definitely enchanted by their sense of refinement and their creativity, she asks them to direct “Living for Love”, the first single from her new album.
The singer has adopted the concept of the clip created by J.A.C.K for her breathtaking performance at the Grammy Awards ceremony.
2015 opens a new chapter in the story of J.A.C.K whose only desire is to continue to imagine dizzying projects.