Ava Max - EveryTime I Cry

July 26, 2021

Ava Max captures in a cinematic way the strength that lies within its weakness.
Ava Max has released a surreal music video for her latest single "EveryTime I Cry".

Directed by her and Charlotte Rutherford, the video opens with Ava Max waking up in a deserted landscape, battered and bruised, but then the sheer power of her tears creates an ocean.

Then we see the singer lying on a tree above a waterfall in a green landscape and standing on the water lilies of a lake, wearing a variety of beautiful looks.

Ava Max uses tears in the music video for "EveryTime I Cry" to portray her weakness, before becoming a fairy who saves the planet.

The end result is strongly based on the use of CGI and the dance moves of Ava Max.

"This video shows the strength in weakness. I wanted to tell a story where the viewer will watch me turn weakness into strength ", the singer herself explains.

"EveryTime I Cry", released by Atlantic Records / Warner Music last June, is Ava Max's first song for 2021.

The 27-year-old singer clarified at the time that the song does not open the cycle of a new album, but is a continuation of her first album, "Heaven & Hell", which was released in September 2020.