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Directors Duo + Image-making studio, Creating visual narratives. — •••
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Midas is us.
Gold is AI.
Midas once showed kindness to Silenus, not knowing the satyr was dear to Dionysus. When the god offered a single wish in return, Midas did not ask for wisdom or peace, but for a power he believed would secure happiness forever: that everything he touched should turn to gold.
At first, the gift felt miraculous. A bare branch gleamed in his hand, even his palace furniture hardened into precious metal. Midas laughed aloud.
The joy did not last. Food stiffened into gold; water turned solid. Then his daughter ran to him and became a golden statue at his touch. Midas understood that his wish had stripped him of everything that mattered.
Dionysus took pity and sent him to bathe in the river Pactolus, where the golden power flowed out of him. He returned poorer in wealth, but richer in understanding: gold can never replace life, love, or human warmth.
In 1971, the United States ended the direct link between the dollar and gold. Value became immaterial, based no longer on a physical substance but on trust and collective belief, paving the way for digital money.
What is gold today? Time? Attention? Technology?
Every nook and cranny of our post modern lives has been infiltrated by technology: even fridges, umbrellas and light bulbs are connected. Every piece of software seems to force feed us artificial intelligence, like geese before Christmas.
This infiltration is also philosophical. Biohacking and artificial intelligence make the mirage of eternal life ever more visible. Some dream of curing death, or of uploading our consciousness into a machine: bodies returning to dust, minds becoming zeros and ones. Yes, the new Vitruvian man will be in binary code.
Every soul that has ever walked the earth could attain eternal life. At what cost? Does it take a distinctly human ego to wish for infinite life in a world of finite resources?
Renaissance thinkers already sensed that true immortality would be symbolic: through art, ideas, knowledge, and legacy. The break between value and material substance echoes this shift: physical permanence gives way to memory and shared belief.
For Mouthwash Magazine
@mouthwash.magazine
06 Nov 2026
PYGMALION by SG, 2025
Pygmalion, a solitary sculptor absorbed by perfection, could not love real women, whose freedom and unpredictability unsettled him. He resolved to fashion the ideal being himself: a statue of flawless beauty. He fell in love with her. She became his refuge, his mirror, his compliant desire.
Aphrodite saw in him pride and desperation. He loved not the statue, but the idea of a love he might command. She granted his prayer as an ordeal, to confront him with the otherness he had always fled.
The statue lived. She questioned everything: why she existed, why she had been made for him, why she had never been given a choice. She understood that Pygmalion had sculpted her out of selfishness. He tried to force her back into his image. She pushed him away, declaring herself a free being. Enraged, he tore open her chest and ripped out her heart. Only then did he understand: his hunger for mastery had destroyed the only soul he had ever truly loved.
This myth is modern. AI allows everyone to be Pygmalion and create one’s own Galatée. Young people already have less sex than previous generations. But what happens when technology lets us craft pornography tailored to our exact, pixel perfect desires? Deepfakes already point that way: our favourite pop stars in our most extreme fantasies, an ex doing what they never agreed to, with no friction whatsoever. What will become of love, flirting and sex, with their imperfections, smells and frictions? Our comfort zone is shrinking, and isolation looms.
The same logic extends to romance: a soulmate crafted in one’s own image, perfect, compliant, always under control. This is neither possible nor desirable. Many will stop going out, stop facing otherness and rejection. We will lose the habit of failing, of negotiating difference, of accepting another person as they truly are. We would replace relationships with simulations: comfort over connection, control over encounter. And almost imperceptibly, we would unlearn how to love what is real.
For Mouthwash Magazine Issue No. 1 Renaissance
Magazine by @mouthwash.magazine
AI Composits by @servicesgeneraux"
20 Oct 2026
AGAMEMNON TESTAROSSA
SG Autoportrait
Shot by @servicesgeneraux
Produced by @servicesgeneraux & @maemybad & @__kotro
Lighting Coordinator: @romainboe
Lighting Assistants: Matei Focseneanu & @dsouetre & Baptiste Bauduret
Movement director: @valentinbeaufils
Stylist: @prostoilusha
15 Oct 2026
Escentric Molecules
@servicesgeneraux
@dazedstudio
@_emilydevine_
@alcopland
@joelhoneywell
@billylobos
@soichiinagaki
@martinaderosa_mua
@paulina_piipponen
@BenjaminJonsson_
@mayahalkhateri
@officialxxix
@soaprunsfast
@_johngrades_
07 Oct 2026
Escentric Molecules
Directors + Photographers: @servicesgeneraux
Production + Creative Direction: @dazedstudio
CLIENT @escentric_molecules
Founder & Creative Director: Paul White
Global Head of Marketing: @_emilydevine_
Content Editor: Nini Barbakadze
Senior Social Manager: Stella Hughes
1st AD: @alcopland
2nd AD: Ana Muether
DoP: @joelhoneywell
1st AC: @beo__filme
2nd AC: @denizchels
Steadicam: @steadijayy
DIT: @the_alix_milan
VTO Playback: @natvalente
Key Grip: @vissop
Non-Key Grip: Henry Johnson
Gaffer: @runlight_film
Sparks: @nela_resler, Matthew Rainger, @sharpemilo, @daniel_svilenov
Desk Op: @sebastiannowell
Master Rigger: Carl Opara
Advanced Rigger: Jude Lennon
Advanced Rigger: Ricky Valance
Rigger Trainee: Varun Mahatme
Rigger Trainee: Jack Stevens
1st Lighting Assistant: @barneyarthurphoto
2nd Assistant: @alexwilsonstudio
Digital Operations: @senorperkins
Stylist: @billylobos
Stylist Assistant: Madeline Kaplan-Holland
Stylist Assistant: Biagio Galotti
Stylist Assistant: @bethdarroch
Seamstress: Britini Campbell
Hair: @soichiinagaki
Hair Assistant: @masak_jg
Hair Assistant: Makoto Hayashi
Makeup Artist: @martinaderosa_mua
Makeup Assistant: @hannahisobelbusst
Makeup Assistant: @lizziecheckley
Set Designer: @paulina_piipponen
Set Assistant: @hen.does.set
Movement Director: @BenjaminJonsson_
Models : @mayahalkhateri, @officialxxix, @soaprunsfast
BTS Shooter: Selasi Ayetty
Medic: Kevin Masters
POST-PRODUCTION BY SERVICES GÉNÉRAUX
Photo retouching: Hennig Wargalla
Video Editor: @mirza_morgan
Shading: @leroi3
VFX artist: Raphaël Quélin
Color: @_johngrades_
Flame: @benravalec
06 Oct 2026
« Everybody got a plan until they get punched in the mouth », Mike Tyson.
SG Self-Portraits.
2025
Shot by @servicesgeneraux
Produced by @servicesgeneraux & @maemybad & @__kotro
Lighting Coordinator: @romainboe
Lighting Assistants: Matei Focseneanu & @dsouetre & Baptiste Bauduret
Movement director: @valentinbeaufils
Stylist: @prostoilusha
Stuntman: Marc Bizet
Doves: @crisprod_animaux
POST-PRODUCTION BY SERVICES GÉNÉRAUX
01 Oct 2026
Movie production company’s idents as always been the best part of movie nights as a kid
08 Sep 2026
More than 11 years of working as a duo.
Irreparable brain damage.
13 Jul 2026
Directed by us
For Under Armour
@hampusnordenson @jouseyey @uncommon.creative.studio @nico_gautier_colorist @vincentfleischmann
26 May 2026
This and high-speed internet.
05 May 2026
NIKE TRAINING
Campaign directed by @servicesgeneraux
Production @maemybad @aldricmenanteau @__kotro
Nike Training: @niketraining
Nike Art Directors: @99.figs @lulubi_garcia
Nike Lead Designer: @lulubi_garcia
Nike Production: @yoging_around
DOP: @vicmorisse
1st AD: @pim.caloni
1st AC: @lucastourret
2nd AC: @mathis_bonnaeu
Steadicam Operator: @steadi_carl
Gaffer: @hadrien.perrot
Light: @alexsbogart @french_brt @cha_nd_@enzo_sayag
Machinists: @edouardbordier @mathis_liabeuf
Movement Director @manondubourdeaux
Technical Movement Director @jeson.lngdn
Production Designer: @prudencepalle
Builders: @build.paris
Assistants Set Designer: @alexisdougha @felzinx k__zam
Stylist: @damese
Assistant Stylist: @gaux.hinas @alex100drame
HMU: @paulinesuze
Models:
Djamal
Maé
Marvin
Edwige
CREATIVE POST-PRODUCTION BY @servicesgeneraux
[No AI]
27 Apr 2026
NEW! Casting the myth of Sisyphus into a digitally manipulated environment, image-making studio Services Généraux builds a cinematic meditation on free will for the experimental film ‘SISYPHE’ – echoing Albert Camus’ interpretation of the myth as a reflection of modern life 🪨
Between encounters with beauty and harsh confrontations, the experimental film reinstates the free will of its absurd hero, handing him the reins to take back control through a radical act of autonomy
Tap the link in bio to watch the full film on NOWNESS 🎬
Director @servicesgeneraux (Antoine + Valentin)
Executive Production & Post Production @servicesgeneraux
PR @cc__system
Model @antuuu__
Original Music @paraoner
15 Apr 2026
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