,,I love dance: it plays a big role in my work,’’ says Ivan. Berlin-based and self-taught, he is closely tied to the dance community. But, that doesn’t make him a choreographer. Emma Evelein, however, is every bit a choreographer, and an exceptional one. She has a Gouden Kalf, the Netherlands’ most prestigious film award, to her name. It was only fitting, then, that she joined the creative force behind 10/10 to create the high-energy music video that propels Claude to the Eurovision Song Festival stage in style.

,,I’m a huge huge huge Eurovision fan, so working on this music video was a dream come true,’’ says Emma. “The concept revolves around the dancers embodying Claude’s emotions. His inner demons are brought to life through movement. After the mirror choreography sequence, they begin to follow him, evolving from his enemies into more positive beings. Also, I wanted to translate C’est La Vie’s lyrics into the movements of Oliviër, the young boy representing a youthful Claude, to mirror those of the older Claude.’’

Against the Clock 

A visionary director, an award-winning choreographer, an ambitious crew, and an incredibly talented artist: on paper, the perfect formula for success. What could go wrong? “Well…” Ivan Boljat says with a knowing laugh. “There was a lot of pressure, mainly because there was just so little time.” With just three weeks to bring the entire project to life and a single day to shoot, the stakes were high. 

Time wasn’t the only challenge. First, the concept had to be created with limited access to the song track – just two listens! – and there was the song’s strictly confidential nature. With the entire country eager to hear a snippet of Claude’s unreleased song C’est La Vie, rehearsals had to be kept top secret. As if it wasn’t enough, there was one other small complication. Boljat: “Claude had never professionally danced before. He did love the idea of dancing, though. So we just went for it.” 

The secret rehearsals became a daily ritual. Boljat: “Claude committed fully, practicing even in the rare moments of spare time he had. And in the end, the effort paid off.’’ Emma agrees. “It’s often a challenge to put an artist without formal dance training into a music video that is centered around dance,” she says. “But Claude has a natural instinct for movement. Plus, he’s super ambitious and motivated. For me, his talent was actually a huge relief, haha!’’

Push Through

After securing the pitch and powering through a whirlwind of intense rehearsals, it was time for the shoot. Location: an abandoned warehouse. The place was a fitting backdrop and the remoteness of it came with a welcome advantage: C’est La Vie could be played without the risk of the song leaking.

The day of the shoot was a frosty Dutch winter day, with temperatures that dropped to barely two degrees Celsius. Dancing in such frigid conditions can be hard, says Emma. ,,But dancers are known to push through, no matter the challenge.’’ It was, indeed, ‘’incredibly cold’’, according to 10/10 producer Noa Lemaire, who led the project that day. “Of course, we did everything we could to keep everyone warm – hot packs, heaters – but in the end, it was shared, incredible motivation that got everyone through. I’m so proud of everyone for working through the freezing temperatures.” 

Huge Opportunity

At just 21, Claude is only at the start of his career. Being the Netherlands’ Eurovision Song Contest representative is a huge opportunity, and naturally a fact that adds even more weight to the music video’s significance. “This is such an important moment for him as an artist,” says Boljat. “As a director, it was an even greater motivation to deliver a music video worthy of the occasion. And, of course, the opportunity to create for the Eurovision Song Contest is extraordinary, especially as the devoted fan that I am. I’m the kind of guy who hosts Eurovision watch parties, haha!’’

Emma is also far from a stranger to the magic of Eurovision: she has been a devoted fan for as long as she can remember. “Being part of this project was incredible,” she says. “I’ve watched Eurovision my whole life, so to contribute in this way felt surreal. And as a final thrill, I will be joining Claude in Basel!”.