When Apple asked Fern Ally Elizabeth Laferrière to create a lyrical music video for Selena Gomez’s new song, My Mind & Me, we knew it was the perfect artistic match. The introspective and vulnerable lyrics were created from words in a journal, so using a hand-made collage visual treatment for the video felt like a natural extension of the creative process. 

Illustrated and animated using apps on iPad Pro, it was a challenging and rewarding experience. Elizabeth wanted the video to show the strength and sensitivity of the mind as a collection of thoughts. Contrasting dark backgrounds with bright accent colors helped fuel the typographical design journey of how Selena feels and how the world sees her. Scribbles, words in different treatments, and rhythms represent the mind’s chaos and struggle to find individual hope and peace. 

It’s a raw and compelling look at music and human connection. 
And the perfect accompaniment to Apple TV+ documentary, Selena Gomez: My Mind & Me.