Sarah Dattani Tucker, a trailblazing creative director, has captured the attention of millions with her innovative music videos. Her work on Lola Young's "Messy" video, which showcases the artist performing amidst a chaotic room filled with an oversized cake, has garnered over 40 million views and earned the singer her first UK number one hit. The visual narrative reflects intrusive thoughts, symbolized by the bare room that gradually transforms into a scene of disarray. This powerful imagery is just one of seven films Sarah created for Lola’s second album, illustrating her versatility and depth as a visual storyteller.

Beyond her artistic achievements, Sarah’s background adds a unique dimension to her career. Born and raised near Manchester, she hails from a British father and a Gujarati mother originally from Uganda. Growing up, Sarah found little guidance on turning her passion for art into a profession. “I come from a family where most are accountants or pharmacists,” she shares. Despite this, Sarah persevered, navigating a path in an industry that often feels foreign to South Asians. She acknowledges the challenges, noting the underrepresentation of Asian professionals in music, but remains optimistic about the positive strides being made.

Sarah’s journey highlights the importance of recognizing and celebrating the unseen contributors in the music industry. While awards like the Grammys honor music videos and their creative directors, the Brit Awards have discontinued their Video of the Year category. Sarah advocates for renewed recognition, emphasizing the multifaceted nature of music video production. Her vision extends beyond personal accolades; it calls for greater visibility and appreciation of the diverse talents that shape the music we love. Through her work, Sarah not only creates captivating visuals but also paves the way for future generations of artists and creators from all backgrounds.