Paris’ ultra-fashionable directors, Camille Hirigoyen and Julien Choquart (aka, J.A.C.K) have directed the first video of Madonna’s new album.

This is the story of J.A.C.K.:

“It all begins in a classroom of the Penninghen Superior School of Graphic Arts, in Paris, where the duo meets. Upon graduation, they leave Paris and move to Shanghai in 2005. Intrigued by the complementary portfolios of those two creatives, their first Chinese clients offer them work together…”

Hirigoyen and Choquart immerse themselves in the energy and dynamism of that growing and emerging city. And after only a few weeks, they are given the advertising campaign for Vogue Magazine’s new Chinese edition.

Then, they win a Nike job for Wieden and Kennedy Shanghai.

Fresh, experimental, edgy…loved, their advertising adventure continues in London, Amsterdam and Tokyo working closely with the Wieden family.

At the beginning of 2009, they return to Paris and officially become J.A.C.K.

Luxury brands such as Dior, Maison Martin Margiela as well as famous brands like Ikea are drawn to them. They also continue to direct music videos for young artists.

In 2014, J.A.C.K meets with the French artist, Christine and the Queens, who asks them to direct two films. It’s love at first sight, both on an artistic and human level. Two clips result from this collaboration: St Claude, which has achieved more than 5 million views to date on YouTube and the clip is voted best clip of the year 2014 by magazines including Les Inrocks and Fubiz…

…and the newer Christine.

That’s how Madonna spots them. Enchanted by their sense of refinement and their creativity, she asks them to direct Living for Love, the first single from her new album.

Cleverly, they surround themselves with prestigious collaborators: Philippe Lesourd for lighting, B. Akerlund for art direction (she had previously worked on clips for Beyonce, Britney Spears and Lady Gaga), Danny Tull for editing (Madonna’s long-time collaborator) and Megan Lawson for the choreography.

Madonna adopted the concept of J.A.C.K. clip for her performance at the Grammy Awards ceremony on February 8 2015.

“This collaboration opens a new chapter in the story of J.A.C.K whose only desire is to continue to imagine dizzying projects.”