MX CREATOR SPOTLIGHT: Getting to know Maxime

MX CREATOR SPOTLIGHT: Getting to know Maxime

Maxime began his journey in the music industry, primarily focusing on French rap. He directed his first video in 2017 and has since created numerous visuals for internationally acclaimed artists such as Ayra Starr, Amaarae, SDM, Dinos, Flohio, and Dajak.

Simultaneously, Maxime honed his photography skills, quickly advancing to art direction roles for various global artists. His creative expression spans a diverse range of media, including music videos, short films, cover art, and photographic novels.

This versatility soon attracted collaborations with prestigious brands like Dior, Accor Hotels, and Hublot, leading to a gradual shift towards commissioned work in fashion and advertising.

In 2022, Maxime spent fifty days alone in Thailand, focusing on self-discovery and exploration. Although not initially intended as a creative project, this journey inspired a series of 17 photographs, which he later exhibited at a Paris gallery in October 2023 under the title "Thāyrūp."

Ath the end of 2023, Maxime spent 2 months in Nepal, co-directing his first documentary on the subject of mental health in paragliding and alpinism.

Currently, Maxime is working on his first book, a catalog for his debut exhibition, while continuing to travel the world in pursuit of bold and innovative projects.

From Maxime:

On a daily basis, I spend most of my time between the library and my desk. Library for reading and discovering new art books, my main source of inspiration and my desk to create. I like to use various mediums such as analog 16mm, medium format, digital photography to express myself.

Digital media provides endless opportunities to explore new creative routes, experiment with different formats. It's the best tool to try stuff, and I then like to tweak it as much as I can on my computer to explore the boundaries of it.

What is your current profession and what was your creative journey like to get to this point?

I'm 25 years old, a filmmaker and photographer, originally from a small village near Bordeaux, in the south of France. I've always had a deep passion for music, and after starting out by creating music videos for local artists, I moved to Paris at 18 with the goal of working with my favorite French artists.

Through perseverance, failures, and building meaningful connections, I've spent the last five years turning my passion into a career, shaping the visual identity of projects across the globe. Starting with music videos in Paris, I've gradually expanded into fashion in Europe and West Africa, documentary filmmaking in Nepal, and author photography in Thailand. Throughout this journey, I've continuously refined my technical skills while trying to keep on developing a unique creative voice.

What are the main influences on your style and the things you create, and how do they reflect on your creative process?

I'm a huge fan of libraries; it's where I spend most of my time seeking inspiration. I immerse myself in photography books, as I find them timeless. In just a few pages, they can transport you to another era or a different world. For me, they are an endless source of inspiration and, so far, the best way to spark my creative mind.

I enjoy capturing the things that catch my eye, printing them, and sticking them into my inspiration notebook that I keep up to date. When I'm working on a project, I can look back at the visuals I've collected and draw inspiration from the things that resonated with me.

Can you describe what it feels like when you are in your creative flow?

My creative flow often happens when I'm writing ideas for music videos. In those moments, I just end up vibing to the music I'm listening to, visualizing the entire music video in my head. Everything around me fades away, and I'm fully immersed in the process. Time becomes almost irrelevant - hours can pass without me noticing. There's a sense of clarity and focus where ideas flow naturally, and decisions feel intuitive. The challenge is to get everything down on paper or edited on the computer before the inspiration fades or a distraction pulls me out of it. When it all aligns - the vision, the music, and the execution - it feels effortless and deeply fulfilling.

What does your desk/work setup look like? And what's the most important thing on your desk?

My desk setup is a blend of mess and organization. I keep things minimal, with just the essentials that help me stay focused. There's my laptop, a keyboard, a mouse, a second screen for multitasking, a few blank pages for jotting down ideas, and recently I've had the chance to test the MX Creative Console.

The most important thing is my notebook, where I store all my thoughts, sketches, and images. It's the heart of my creative process, and I always have it nearby.

To what extent does the tech in your setup help you in your creative flow?

The tech in my setup plays a huge role in maintaining my creative flow. My laptop and software tools, like Adobe Premiere Pro, allow me to seamlessly transition from idea to execution, whether I'm editing videos or working on visual concepts.

Tech enhances my creative process by streamlining workflow and allowing me to experiment freely. The faster I can visualize and execute an idea, the more I can stay in the zone without distractions.

The arrival of the MX Creative Console is starting to enhance my workflow, especially with two key applications: Adobe Premiere Pro and Adobe Lightroom Classic. It has helped me streamline my tasks, focusing on the essentials, and even though I'm still exploring its vast possibilities and settings, I can already see its endless potential - and I expect my usage to increase even more by the time Adobe MAX comes around.

What are some of your favorite projects you've been working on recently?

At the end of 2023, I held my first exhibition, T̄hāyrūp, which was inspired by my solo journey in Thailand two years ago. Through 17 photographs and 17 excerpts from my notebooks, I created an immersive experience for visitors with various installations. I really enjoyed engaging with the visitors and seeing how they connected with my exploration of stepping out of my comfort zone and living the present moment.

More recently, I created visuals for the deluxe of Amaarae's album: Fountain Baby. I traveled to Los Angeles for the shoot, which was a highly rewarding experience both creatively and personally. I'm also in the final stages of editing my first documentary, which I co-directed in Nepal about paralpinism. This discipline combines alpine climbing with paragliding, and I had the opportunity to follow two experienced athletes and offer a new perspective on mental health and adrenaline addiction in this world.

What type of work would you like to see more often being created?

Books! I'd love to see more of my peers publishing their own books. In our digital age, the tangible aspect of a project has become something we often overlook, even though it's incredibly significant. It's not as difficult as it may seem, and many publishers are eager to showcase new artistic visions.

Are you excited by emerging AI technologies?

Absolutely! AI technologies are incredibly exciting and are already revolutionizing the creative industry. They provide new tools and possibilities for artists, enhancing productivity in both pre- and post-production and unlocking entirely new forms of expression. AI can assist in finding specific images to convey an idea, automating repetitive tasks, and offering advanced analytics and insights. While it's crucial to use these technologies thoughtfully, their potential to augment creativity and streamline workflows is endless. We need to keep approaching AI as a tool to enhance our visions, not as a replacement for them.

How do you see your work evolving in the next five or ten years?

I want to continue creating music videos that are increasingly sophisticated, both in terms of the technology used and the impact of my ideas. However, my ultimate goal has always been to make my feature film, a project I started writing at the age of 12. Whether it takes 5, 10, 15 or 20 years, I intend to realize this lifelong dream. I want to make sure I've mastered all the skills needed to make it happen before I embark on this adventure.

I also want to continue working on my travel photography/author projects, as exploring new perspectives and human experiences around the world is crucial to me. A life without travel is simply inconceivable.

For Adobe MAX, what message do you hope to spread to aspiring/established creatives looking for inspiration or new perspectives?

Stay grateful! We should remind ourselves every day of the blessing it is to be in this profession. Let's thank ourselves and those around us for the journey so far and continue to move forward and push our visions. It's an extraordinary opportunity, and it's important to remember this during moments of doubt. Keep pushing!

If my 15-year-old self, in my village, who was watching tutorials on Premiere Pro, had known he would one day be at Adobe Max in Miami, he probably wouldn't have believed it. It's crucial to look back and recognize the progress made. There's no end to our adventures, and each step is a move forward in building a more personal vision and medium. The road is long, but we're on the right path.

Want to meet Maxime? Come hear him speak during the presentation on Tuesday, October 15 during Adobe Max alongside Alba Ollé, Senior Global product manager, MX Series and Giulio Barresi, Head of UX, Controllers on how you can untap your potential and find your shortcut to mastery.

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