KC Locke takes his motion-control ambitions to the next level, in the dreamy promo for Lola Young's So Sorry. 

In a conventional greasy spoon caff - the ominously-named Cruel Cafe - we find Lola Young playing a variety of different characters, on both sides of the counter, in an interweaving tapestry of narratives and slick camera moves. 

Technically advanced and head-spinningly complex, the video is anchored by the artist's down to earth performance style and authentic interpretation of each character she inhabits. 

It's another innovative promo for KC Locke and team, whose collaboration with Manchester-based G6 Moco has taken things up a notch once again.

"After experimenting with motion control in 2021 across various projects I had been waiting for the opportunity to use motion control with a full track system," explains Locke. "We designed this concept with that in mind and wanted to create a video which allowed our camera to move around a set freely while telling a visual story.

"I've wanted to work with Lola Young for a while now and this was the perfect project to link up on. Lola was a pleasure to create with and I feel like we made something great here. The song So Sorry had this feeling of different personalities [so] after pitching the concept of multiple Lolas in her own End Of The F*cking World-style cafe, we got to work on bringing this to life.

"Between Christmas and New Year's Eve when traveling to Thailand for our holiday, myself and Jenny O’Sullivan (production designer) spent many hours planning and discussing the creative and building a world for Lola. While I spent hours planning out each and every second of the motion control moments, Jenny spent equal time designing Cruel Cafe from the ground up while working remote with her art and set building teams.

"Once I had the whole video mapped out on paper, Andy Rider (G6 MOCO) then began to pre-vis the entire video for us. G6 MOCO’s dedication and attention to detail really helped in this process of really understanding what I had envisioned.

"The set construction came together beautifully along with the lighting direction by Stefan Yap (DOP) and Nick Platt (gaffer and Drop City owner) - the set really felt like a real cafe and gave the perfect backdrop for Lola to bring these characters to life."