Rob Ulitski - 29th Jan 2020

Elly Jackson, aka La Roux, makes her way through an imaginary game of video game golf, in Valentin Guiod's video for Automatic Driver. 

Swapping out the futuristic sets and styling for a slice of video game nostalgia, Jackson plays a golfer in a surreal virtual world full of fluorescent rocks and terrain. As she adventures deeper into this environment, her surroundings melt and glitch into a rainbow of neon colours, creating an effect that is as striking as it is unusual. 

La Roux's sound has matured greatly since bursting onto the scene with Going In For The Kill back in the Noughties, and there is a certain confidence and self-assuredness this time around. Not one to conform to pop industry conventions, Jackson has always been a unique artist on the fringe of mainstream, and this is a very promising return for the artist. 

PRO Credits


DirectorValentin Guiod
ProducerMaëva Demurger
Production CompanyBirth Productions
Executive ProducerHugo Legrand-Nathan
EditorMorgan Mirza
Post production companyFirm Studio
Post ProducerCoralie Duarte
Director's RepresentationAlexa Haywood at Free Agent UK
LabelBelieve Uk

Rob Ulitski - 29th Jan 2020

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