Unified Atlantic: Embracing Imperfection, Building Vision

Unified Atlantic’s Rise to Recognition

INTERVIEW BY: EMILY ARAUZA

JAN 22nd, 2025

“People will eventually fall in line when time comes,” Alexander Elatassi, better known as Unified Atlantic, says of his journey as a music video director.

 At just 21, he’s already made waves in Houston’s creative scene, crafting bold visuals with erratic camera movements and ever-changing themes that make each project uniquely his own. His work stands out not because it’s perfect, but because it dares to be real.

In this candid conversation, we dive into his transition from aspiring music producer to celebrated director, how trust and collaboration shape his artistry, and his ambitious vision for Unified Atlantic as a full-scale production company. With a passion for storytelling, an eye for the audience, and a commitment to creating authentic visuals, Elatassi is redefining what it means to leave a mark in the music video world.

Alexander Elatassi: “My name is Alexander Elatassi better known as (Unified Atlantic) and I’m a Music Video Director from Houston, Texas.”

Emily Arauza: “I’d like to ask, what sparked your interest in directing music videos, and how did you develop your creative vision as Unified Atlantic?”

AE: “What sparked my interest in what I do, is my appreciation for music as a whole. I wanted to become a producer at first then I fell into this AVP class that only did videos and now I’m here still contributing to the music industry in some way. Also could you ask that last part again? I’m trying to give you a better answer.”

EA: “It’s interesting that your journey started with an interest in music production before transitioning to video. How do you feel your background in music influences the way you approach directing?

When I ask about your creative vision, I’m asking—what makes a Unified Atlantic video stand out? Is it a signature style, a unique storytelling method, or something else that defines your work?”

AE: “I think my background from family overseas and here locally influences me to help direct with less care. Because I know that people’s take on music (which is an art) could be interpreted differently and that helps me push my own agenda and have people accept that because it’s not perfect is what makes it special. That’s the best way I could answer it–what makes a unified Atlantic video stand out is that each one carries a theme different from the last video. Everyone has a niche which in mine would be the music I choose. Another thing could be my camera movement it’s quite erratic and I move robotically and a few people have told me that they can tell it’s my videos.”

EA: “That’s a great perspective, embracing imperfection and pushing boundaries really gives your work its own edge. You mentioned themes and erratic camera movement as key elements. What drives your choice of theme for each project? Is it inspired by the artist’s message, the vibe of the song, or do you draw from personal experiences and ideas to craft the visual story?”

AE: “I believe my theme selection is influenced by the emotions a song evokes. If the song resonates well, then the video usually turns out great too. Additionally, the artist's vibe plays a significant role for me. There are numerous factors that contribute to a video’s success. When I discuss this with other directors, we often share a common understanding: a video excels when paired with a strong song and an artist who is open to collaborating on your vision.”

EA: “That makes perfect sense—when the artist’s vibe and the song’s emotion align with your vision, it creates something powerful. With collaboration being so key, what’s your approach to working with artists? How do you balance bringing your own creative ideas to life while also staying true to the artist’s vision for their project?”

AE: “I think I’ve gotten to the point where artists trust me to create something on my own where they just expect for it to be good. Sometimes compromise is good but most of the time I think artists don’t know how much goes into making a video that you have to tell him realistically how it should be done in the nicest way possible. Building a connection with an artist is super crucial. Lucky for me I’ve built relationships with artists who give me my best videos. They trust me enough. I also think collaboration is great between two people but it’s also about what the viewer wants to see as well. It’s 3 ways instead of two. You/Artist and the viewer.”

EA: “That’s a really insightful approach—trust and relationships seem to be the foundation of your work. It’s interesting how you emphasize balancing not just between yourself and the artist, but also considering the viewer’s perspective. When thinking about the audience, how do you ensure your videos resonate with them? Do you incorporate specific visual elements or storytelling techniques to capture attention, or is it more about creating something authentic and letting the connection happen naturally?’

AE: “I believe I have a good understanding of my audience and what they want to see, whether it's the video's aesthetic or featuring a trending artist. I try to consider what I would like to see and provide that, knowing we share similar tastes. I find that creating something straightforward and authentic is a better connection with my audience. I've read many of my messages and compliments which helps me grasp what they want and how to effectively bring that vision to life.”

EA: “It sounds like a cycle of creativity and feedback that keeps your work fresh and engaging. When you reflect on your journey, is there a specific project that stands out as a turning point or a defining moment for Unified Atlantic? What made it special or memorable for you?”

AE: “Yes I think shooting for Twinuzis (Autumn) and Swapafr have put me on the map as a much more known director. Definitely “High Baby” video has been my top video of the year. Just from all the recognition it gets.”

EA: “That’s huge—It’s always great to see your hard work get the recognition it deserves. I’d like to know, how old are you now, and how old were you when you first picked up a camera or started directing? Was there a specific moment when you realized this was the path you wanted to pursue?”

AE: “I’m 21 years old now. I picked up a camera at 19 really. The moment that I knew I was gonna do this full time was the love I was receiving from the quality of the videos. To be honest, I think since I was always so quiet and left out of conversations my whole life, I actually loved the attention for a change.”

EA: “That’s amazing, you’ve accomplished so much in just a couple of years, and it’s clear your talent speaks for itself. It’s cool how something as creative as directing gave you a voice and brought that positive attention your way. Do you feel like your quieter personality growing up shaped the way you approach your work now? Maybe in how you observe details or tell stories visually?”

AE: “Honestly it didn’t change my work flow or the videos it changed how I was approached. People like the videos and now they have a reason to talk to me. I guess I know that sounds sad, but it grows anticipation on my next drop and how people perceive me as a person. If you know me. You know the videos.”

EA: “That doesn’t sound sad at all, it’s real. It’s like your work speaks louder than anything else, and it’s created this connection between who you are and what you create. The anticipation for your next drop says a lot about the impact you’re making. Do you ever feel pressure from that anticipation? Or does it just motivate you to keep pushing boundaries with your next project?”

AE: “Motivates me. I want every video to be just as energetic as the last one. So keeping my followers engaged and focused on my next video is a little pressure but they understand the value of time it takes on videos.”

EA: “That’s a solid mindset—using the anticipation as fuel to keep leveling up. It’s clear your audience values the effort and creativity you pour into your work. What’s your ultimate vision for Unified Atlantic? Do you see yourself staying in music videos long-term, or do you have plans to branch out into other areas like film, commercials, or something entirely different?”

AE: “My ultimate goal for Unified Atlantic is to eventually become a production company that throws shows that direct music videos, commercials, and small short films. Then eventually becoming an agency where we start hiring other directors to work for artists looking for specific types of videos.”

EA: “That’s an incredible vision—building Unified Atlantic into a full-scale production company and agency is a huge goal, and it sounds like you’re well on your way. To wrap things up, what advice would you give to someone just starting out in music video directing or trying to make a name for themselves in the industry?”

AE: “I’d say shoot what you want and shoot what makes you feel best. People will eventually fall in line when the time comes.”