HALAL's Latest Music Video for R&B Artist Cero Ismael Is All about Male Vulnerability

HALAL’s director Anna Maria van 't Hek is best known for her cult documentaries, like 2021’s Yab Yum, which opened the doors to one of the world’s most renowned brothels. And for injecting humanity and authenticity into her growing body of work in TV commercials. Now she has directed her very first music video, produced by HALAL, for alternative R&B artist Cero Ismael - resulting in a moving and highly personal tribute to male vulnerability.

The film is made up of stylised and sensitively performed vignettes featuring the artist and his close friends and family. The central idea in the video is to represent the feeling of depression. And to bring that emotion to life, the film takes place in a confined environment that was filmed underground. Cero Ismael and Anna Maria van ‘t Hek collaborated closely on the concept and the execution - which ends with the artist’s real-life brother kissing his forehead to comfort him: an idea that Ismael himself suggested.

Cero Ismael’s lyrics to the track SAM are autobiographical and brutally honest. He reflects on the last few years of his life, during which he dealt with depression, trauma, suicidal thoughts, loss, and isolation. The song references self-destruction and how that can take over a life - and wanting help, but not knowing how to ask for it. With the director’s humanity and lightness of touch, the video lays the emotion bare but equally gives a hint of optimism. 

Anna Maria van 't Hek, director at HALAL, says: “When I first heard the song, I was immediately struck by Cero Ismael's beautiful voice and how his lyrics spoke of vulnerability. All backed up by powerful music. My starting point for the music video was talking to him in a very frank way - he took me right into his life, his thoughts, and the situations he has found himself in. These conversations formed the basis for the concept.

"I was inspired by the feeling of depression. The feeling that you can see the way out, but you can't seem to get to it. Despite a warm family and dear friends around you, you feel completely alone and separated from everyone else. As if there is a glass wall between you and the world.

"We decided to shoot the film underground - a place where no daylight comes in felt like the perfect place to represent this feeling. The visual language makes you long for a way out, but there is none to be seen. Which is, of course, exactly what depression feels like. 

"It is important that men dare to be vulnerable. Art is a form of understanding each other better - and showing our vulnerabilities is essential for this.”