FEATURE: Daddy Yankee – El Toque (Dir. MARS)
The new single ‘El Toque’ from legendary Reggaeton artist Daddy Yankee and its accompanying music video directed by MARS possesses an epic swagger, buoyed by catchy harmonising and rapping. The visuals of ‘El Toque’ have a sense of immediacy, urgency and being of the moment, but the piece is also carefully considered and visually layered, allowing the artist and viewer a moment for reconsideration and reflection. The music video was surprisingly brought together in the matter of a week, and the weather was the main challenge for filming. Director MARS ran us through the process from start to finish:
“The entire concept was developed and executed in less than a week, which was a major challenge, especially given the scale of the project and Daddy Yankee’s tight schedule. Shooting in such a historically significant and protected location required extensive coordination and negotiation, so every decision had to be made with precision and speed. The most demanding element, however, was the weather. We ended up filming on one of the rainiest days in Korea this year. Instead of fighting it, we embraced it and adapted the visual language to match that atmosphere. The rain ultimately enhanced the emotional tone and aesthetic of the video, adding an unexpected layer of depth and texture that strengthened the final result. The entire process became a test of adaptability, creativity, and trust in the vision.”
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- BTS by Junyoung Ji
Mirrors can both provide reflection and illumination; a way forward by looking into one’s soul and deeper self by way of self interrogation and a humbling static representation away from filters and the trappings of modern life. In the work of the great Kendrick Lamar, mirrors shaped a whole album’s concept where Mr. Morale and the Big Steppers delved into the artist’s inner psyche and self-reflexively mirrored itself. In the world and visuals for ‘El Toque’ by Daddy Yankee, we see a legend look into the mirror and find a restored sense of faith as well as a new outlook on life. This is also reflected in the change of scenery, with the video being filmed in South Korea. Director MARS explained a bit about this decision, saying how:
“Daddy Yankee is the biggest Latin artist in history, and his legacy deserved a location that matched that magnitude – which is why we chose to shoot in one of the biggest and most iconic Korean palaces. Filming in South Korea allowed us to visually express him stepping outside his usual environment, retreating and reconnecting with himself during this moment of transition. We wanted a space that felt culturally and visually different from anything he had done before, reinforcing the idea of evolution and a new chapter in his journey.”
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- BTS by Junyoung Ji
The music video being filmed in grand Korean palaces not only allows the artist space to breathe, but also offers a new perspective and a distinctive feel with the sharp choreography and precise visuals emulating the feel of a K-Pop music video. When in the song Daddy Yankee raps how “I can trust you, no one else. I come back to your side to start over”, this is true for both his spiritual relationship and the trust put into the creative process of collaboration. The cinematographer Giung Seo talked a bit about the visual styling and approach to filming, detailing about the lenses:
“We shot the video on the ARRI Alexa 35 paired with Hawk Spherical lenses, and used Laowa lenses for the Jimmy Jib zooms and macro work. One of the most defining choices was the Laowa macro probe lens, which allowed us to capture the broken mirror fragments on the ground with extreme detail, reinforcing the idea of reflection and fragmentation of identity. Narratively, the visual approach was very intentional. We wanted to frame a Latin icon through a K-pop visual language — highly stylised, precise, and controlled — to create a contrast that feels fresh and unexpected. This fusion helped elevate the imagery and presented Daddy Yankee in a way that hasn’t been seen before, blending cultural aesthetics to reflect both his legacy and reinvention.”
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- BTS by Junyoung Ji
There is quite a bold motif throughout of fractured or fragmented reflections captured by broken glass, mirrors and the rain drops. This seems to point to a rebirth for the artist, who in their long and illustrious career as a reggaeton artist has reached a point of new beginnings and trying to make new pathways forward. This direction includes a newfound and deepened connection to the artist’s Christian faith, however the visuals remain conceptually distinct enough to apply to anyone going through change and inner-turmoil. MARS described the visuals, detailing:
“The fragmented reflections were a core part of the narrative. Visually, we wanted to express Daddy Yankee breaking away from his past – shattering an old version of himself through the broken mirrors where his reflection appears. Those fragmented pieces then symbolically reform, shaping a new identity and a new chapter. The imagery becomes a metaphor for transformation: destruction as the first step toward reinvention.”
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- BTS by Junyoung Ji
This reinvention is a spectacular and visually bold as well as thematically strong direction for Daddy Yankee, and led by MARS one can only hope for more collaborations between the two in the future.
Here is the official video for “El Toque“
Music Video Credits
Director: MARS @itsmars. Produced by: Wild House Pictures & @wearemondays. Choreographer: (Dora) Kim Soyeong. DOP: Giung Seo | Line of Sight. 1AD: Eunjeong Jeon. Art Director: Kyungeun Lee. Editor: MARS @itsmars. VFX Studio: Vinyl Creative. DI: Lucid Colour. Colorist: Imgoo Jo. Photo BTS: Junyoung Ji.
