When we contacted the members of the band Jane Bordeaux with the intention of creating a music video for their song “Ma’agalim,” they gave us complete creative freedom—as long as our design was in the spirit of the song. What we loved about the song was its rhythmic melody, its relatable subject matter and the fact that it was sung in Hebrew. The inspiration for the video finally came to us during a visit to the Musée Mécanique in San Francisco, a museum devoted to antique penny arcade machines. Walking around the museum, we felt that time had stopped. It seemed that the characters inside the machines had been destined to a never-ending cycle repeating the same actions over and over. That metaphor worked perfectly with the lyrics of “Ma’agalim,” and the concept for Jane Bordeaux’s long-awaited music video was born.
The dads in BETC’s commercial for CANAL+ capture pivotal moments in their child’s life—or not.