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Born as Toumi St. Claire, but professionally known only by his first name, Helmi has been turning heads in the music video industry with his innovative direction. Though he is a French-Tunisian filmmaker, his work speaks a universal language that transcends boundaries and exemplifies the art of storytelling. Instructing visuals for a range of artists, from French pop stars like Christine and the Queens to international rappers like Iggy Azalea, Helmi's unique aesthetic has made him a sought after director in the industry.
Helmi cut his teeth in the industry with Christine and the Queens' "Saint Claude" music video. The video even won 'Best Music Video' at the Victoires de la Musique awards in 2015. However, he truly struck gold when he directed "Mooo!" for Doja Cat, where she is humorously depicted as a cow in a green field, an image so absurd yet memorable that the video went viral. The interesting fact is, the video, despite its popularity, was shot in just half a day, showing Helmi's ability to deliver impact in even the shortest time frames. His other renowned works include Major Lazer's "Lay Your Head On Me" and PNL's "Au DD", both remarkable for their captivating cinematography. Helmi's contribution to the industry, while unconventional, is an exploration of bold visuals, cheeky humor, and a daring streak that has left a striking impact.
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