Synopsis

Rather than following a conventional narrative, the video functions as a playful promotional piece for Fax's album "Circles." Alexandre Navarro, head of the French SEM label, presents the record's digipak directly to the camera, moving and dancing around it with deliberately casual energy. The informal performance turns the physical release into the video's central subject, matching the album's electronic, design-conscious identity while giving the clip the feel of a spontaneous preview made just before the record's release.

Factoids & Trivia

• The clip promotes the physical edition of "Circles," identified as SEM014, and was uploaded with the subtitle "Digipak dance!"

• The video was made in France for SEM and appeared online one day before the album's official release on April 29, 2012.

• Fax is the alias of Mexican electronic musician Ruben Alonso Tamayo, who is also a graphic designer and a co-founder of the Tijuana-based label Static Discos.

• Tamayo described the album as an attempt to create a living, breathing record with an overtly 1980s atmosphere. That design-minded approach helps explain why the packaging itself becomes the focus of the promotional video.

• The album artwork was created by Tijuana artist Vanessa Ramos. Tamayo gave her the title as a starting point and later shared rough versions of several tracks to guide the visual concept.

• The album combines ambient electronics, IDM, minimal techno and more dance-oriented material. Its title track is one of the record's warmer and more rhythmic pieces.