Released on November 9, 2018, as part of her multilingual EP Solo, Anitta’s music video for “Não Perco Meu Tempo” (translated as “I Don’t Waste My Time”) quickly became a cultural phenomenon. The video features Anitta kissing 24 different individuals—men, women, young, old, of various ethnicities—challenging societal norms and sparking widespread discussions. Directed by João Papa, the minimalist setting and the raw, unfiltered portrayal of affection aimed to desensationalize diverse relationships and promote inclusivity.
The music video presents Anitta seated in a neutral-toned room, engaging in intimate kisses with 24 individuals. The simplicity of the setting and the candid nature of the interactions were intentional choices to focus on the authenticity of human connection. Anitta revealed that she was unaware of the identities of the participants until the day of the shoot, emphasizing the spontaneity and sincerity of the project.
One of the most talked-about moments in the video is Anitta’s kiss with an elderly man. The naturalness of the scene led many viewers to speculate that it was digitally created using CGI. However, Anitta confirmed that the kiss was genuine, stating that her intention was to challenge taboos surrounding age and intimacy.
“Não Perco Meu Tempo” is a song about emotional independence and self-worth. The lyrics convey a message of not wasting time on relationships that don’t add value, resonating with themes of empowerment and self-respect. Anitta has mentioned that the song reflects her straightforward approach to relationships and her decision to not settle for less than she deserves.
The music video sparked a range of reactions. Some viewers praised Anitta for her boldness and the video’s inclusive message, while others criticized her for perceived opportunism. International celebrities, including Demi Lovato and Paris Hilton, commented positively on the video.
One of the most intriguing aspects of the “Não Perco Meu Tempo” video is the presence of two (and more!) Anittas appearing simultaneously at certain moments, creating a surreal effect that sparked curiosity among fans and critics alike. This doubling technique serves as a symbolic representation of the duality in the artist’s persona — the private and the public, the vulnerable and the empowered. By visually splitting herself, Anitta communicates the internal dialogue many people experience when navigating relationships and personal boundaries.
The creative use of camera work, editing, and choreography allows both Anittas to interact fluidly, enhancing the emotional depth of the video. Fans have praised this artistic choice for adding layers of meaning beyond the song’s lyrics, making the video not just a collection of kisses but a thoughtful exploration of identity and self-expression.
There are moments where two versions of Anitta appear simultaneously in the same frame, creating a striking and symbolic visual effect. This was achieved primarily through a combination of traditional filming techniques and careful post-production editing, rather than relying on heavy CGI.
The production team used split-screen and motion control cameras. Motion control technology allows the camera to repeat exactly the same movement multiple times with perfect precision. This enabled Anitta to be filmed performing the same scene twice (or more), each time as a “different” version of herself. Later, the editors layered these shots together in post-production, carefully syncing the timing so the two Anittas could appear to interact or exist side-by-side seamlessly.
This method is preferred over fully CGI-generated duplicates because it preserves the natural lighting, expressions, and subtle body language, giving the effect a more organic and authentic feel. The choice to use this practical filming approach fits well with the video’s themes of self-reflection and duality, symbolizing the complexity of identity and relationships without feeling artificial or digitally manipulated.
“Não Perco Meu Tempo” achieved commercial success, reaching #1 on Spotify Brazil’s charts. The EP Solo also received recognition, further establishing Anitta’s presence in the global music scene.
Anitta’s “Não Perco Meu Tempo” music video stands as a testament to her commitment to challenging societal norms and promoting messages of inclusivity and empowerment. Through candid portrayals of affection across diverse identities and ages, Anitta encourages viewers to reconsider their perceptions of love and connection. The viral kiss with the elderly man encapsulates the video’s fearless spirit, making it a significant work in Anitta’s artistic journey.
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