Promonews - 3rd Nov 2021

Sody exorcises a few demons in Roisino's video for Bitch (I Said It).

With a song that has the singer confront a so-called friend who is anything but, the director creates two contrasting environments for Sody to perform - the 'safe space' of her bedroom, and the neon-lit room at which the non-friend gets her ironic birthday party.


I wanted to create a video that illustrates the complexities of breaking up a toxic friendship.

Working with such a sweet soul as Sody was an amazing experience; as we were able to create such an open and collaborative process - right through to the shoot day.

"In relation to bringing the lyrics through to conceptualisation; I wanted to create a video that visually illustrates the complexities of breaking up a toxic friendship - like an anti-love letter to someone who has betrayed you.

"There's the things you can actually do and the things you'd like to do. Based on this, I decided to split the video into two separate and very different-feeling rooms; one being the reality room (Sody's flat) and the second being an ironic, tongue-in-cheek birthday party for the 'Bitch'.

"Creating two huge massive set builds from scratch on a one day shoot was a stretch but well worth the execution and the feeling that both the rooms gave. Everyone on the day had a lovely experience and was in tune with creating a moment that feels authentic and yet somewhat subtle 'fuck you'... (if I can't say 'fuck you', then 'grunge undertone')."

PRO Credits


ProducerPilar Muro
Production CompanyPapaya Films
1st ADSam Roffey
Director of PhotographyMade In Eden
Focus PullerKoko Steinmenov
GafferOwain Morgan
Art DirectorAnthony Hensman
WardrobeAdele Cany
HairValerie Benavides
Make-upSarah Oates
EditorMade In Eden
ColouristMade In Eden
Director's RepresentationMarisa Garner Associates
CommissionerLea Ogunlami
LabelSony Music
Other creditsCamera Trainee: Nell Toomey Spark: Kahn Scott Mason Art Assistants: Blue Borely, Sam Head Production Assistant: Sam Harvey Covid Officer: Tera Pechmannova

Promonews - 3rd Nov 2021

Related Content


Baby Queen 'Wannabe' by Roisino

Roisino's directs the video for Baby Queen's Wannabe as a cartoonish version of a band's early steps to rock stardom, with Bella Latham (aka BQ) and her colourful buddies lounging in a chaotic …

Promonews - 2 months ago

Latest News