The Ukrainian director behind videos for Lil Nas X, Harry Styles and Lady Gaga has made Night Moves for Apple. What makes her work recognisable, and why the brand chose her.
What do Lil Nas X, Harry Styles, Lady Gaga and Apple's new ad have in common? Ukrainian director Tanu Muiño. For Apple she made Night Moves, part of the Shot on iPhone series.
From Ukrainian music videos to global pop culture
Tanu Muiño is a director, music video maker, photographer and stylist. She has worked with Rosalía, Lenny Kravitz, Gucci, Jennie, Lil Nas X, Doja Cat and BTS.
You have almost certainly seen some of her videos:
- Lil Nas X, "MONTERO (Call Me By Your Name)". MTV VMA for Best Direction.
- Harry Styles, "As It Was". Grammy nomination for Best Music Video.
- Lady Gaga, "Disease". It earned Muiño Director of the Year at the Hollywood Music Video Awards.
Why her work stands out
In Muiño's videos, camera, colour, fashion, choreography and character all work together. She builds a whole visual world around the artist, which is why her work is easy to recognise from a few frames.
Night Moves for Apple
The film is built around night-time movement, dance and filming in low light. Muiño directed it, with Ukrainian cinematographer Mykyta Kuzmenko behind the camera. The track is "DANCE…" by American singer Slayyyter, and Ukrainian dancer Kateryna Bysheva appears in the film.
Apple shows off the camera in the language of the music video. The ad has everything Muiño's work is known for: movement that tells a story, choreography, a strong visual image, and work with darkness and colour. It feels more like a music video than a typical tech ad.
Music video as a way into the world
Music video has long since moved beyond music, into fashion, advertising, tech and pop culture. Tanu Muiño is one of the most visible Ukrainian examples of that shift.
Which of her videos is your favourite? Tell us on Instagram.
Sources: UNITED24 Media, UNN.