Claudia O. Sala directs a compelling promo for London-based folk-pop singer El Roig.

The video for Stupid Cowboy expands on the track's themes of emotional repression, sexuality, and queer longing, following two friends whose relationship quietly shifts into something more.

El Roig and his love interest are introduced through fleeting glances, subtle touch and restrained intimacy, captured in hazy, fragmented monochrome, shot by Adric Watson. 

Boasting a singular, evocative aesthetic, the distorted frame rates and candid imagery create an intimate environment where reality and fantasy blur. 

Driven by the track's dreamlike quality, Sala sought a visual medium capable of depicting the plasticity and distortion of images - a visual language mirroring how fragmented, hazy, and sudden memories come to our minds.

“They are mere subjective reconstructions of our perceptions of the past, bound to be deceptively inaccurate but deeply personal,” she explains.