Joy Crookes loses her head

In this bold and playful music video, directed by Alice Fassi through LA\PAC and C41 Studio for Joy Crooke's track, Carmen, the London-based artist explores themes of beauty, insecurity and comparison with a surreal twist.

The narrative-led promo sees the singer taking home the severed head of a beautiful female influencer, who then helps Crookes reinvent her image. However, when she steps back out into the world as a new-and-improved blonde, she realises she’s lost herself in her pursuit of aesthetic perfection.  

Fassi adds: "With this video, I wanted to explore that familiar feeling of never quite measuring up — of getting lost in the ridiculous race to become someone else entirely, until envy pushes us into surreal territory. My goal was to capture that intimate emotion with a sense of playfulness, wit, and irony, because beneath the absurdity lies something painfully real. It’s a cheeky dive into the beauty standards we’re fed daily, and the strange cult of superficial adoration.”