Joya Mooi's mirrored fortress of solitude
Michael Middelkoop's kaleidoscopic promo for the Amsterdam-based singer takes place in an endless reflective prison.
- Director Michael Midddelkoop
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It's not always fun to look at your own reflection (both metaphorically and literally), but at least most people have the opportunity to look away.
For Bitter Parts, her pensive track about facing up to imperfections and learn how to accept her flaws, Amsterdam-based singer/songwriter Joya Mooi has enlisted the skills of Czar Amsterdam’s Michael Middelkoop to create an equally beguiling video.
Seeing the singer placed in an inescapable mass of mirrors, Middelkoop's vid utilises a terrific guided camera and seamless costume changes to tell a captivating kaleidoscopic tale.
“I wanted to explore the song’s themes by creating this infinite, unavoidable reflection of Joya," explains Middelkoop. "An all-seeing eye in an all-seeing room, that puts all beautiful and bitter parts on full display”.