Rob Ulitski - 13th Aug 2020

Following his self-directed videos for his own music, Roger Spy channels his offbeat energy into the promo for Alfreda's On and On. 

Set in the early 60s, On and On is a dreamlike fantasy featuring a pregnant bride, free and content in her isolation. Born out of an alternative take on the Catwoman origin story, the video pays homage to strong-minded artists such as Barbra Streisand and Róisín Murphy, concentrating on an improvised performance symbolic of female liberation and independence.

Minimalist in its execution, the styling and art direction is striking and authentic to the time period, and Alfreda's performance exudes a playful energy that makes her mesmerising to watch.

Since shooting the video, pre-London lockdown, Alfreda has become pregnant herself and is expecting her first child in November this year.


I've spent the last few months living out a similar state of isolated pregnancy as in the video - my life imitating my art.

“I love this video even more now than when we shot it. At the time I didn’t know I would fall pregnant myself soon after! I've spent the last few months in the English countryside living out a similar state of isolated pregnancy as depicted in the video, my real life imitating my art.

"Finding out I was pregnant at the beginning of lockdown was scary but the domesticity of it also made me feel safe and gave me the opportunity to revel in my femininity.”

PRO Credits


DirectorRoger Spy
ProducerRoger Spy
Executive ProducerAlfreda
1st ADFleur Bell - Hendriks
Director of PhotographyNanu Segal
Focus PullerEve Carreno
2nd ACAnastasiya Cherkasyuk
GafferVianney Kernanet - Huggins
HairRyuta Saiga
Make-upBunny Hazel Clarke
EditorRoger Spy
ColouristToby Tomkins
Grading companyCHEAT
Lead actorAlfreda

Rob Ulitski - 13th Aug 2020

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