The natural and the artificial collide in James Medcraft's playful promo for singer-songwriter Richard Pike. In the opening montage of Falling Out Of Buildings, we are teased by images that feel out of place - shots of legs poking vertically out of a bush, Pike laying motionless on a travelator, exotic fruits being passed back and forth... As the visual progresses, each surreal vignette develops it's own narrative and climactic moment, until Pike is metaphorically inside out, running around a forest without a care in the world. It is a celebration of non-comformity, and being a little bit weird. "The song is about feeling out of place, transitioning towards new beginnings - so the imagery involves trying to make sense of surroundings and objects," says Richard Pike, who created the promo for Falling Out Of Buildings through several expeditions with director James Medcraft."It was usually just James and I and a camera," he continues. "Partly inspired by adsurdist Erwin Wurm. At the end I transform into something new, but kind of inside-out. A joyful celebration of awkwardness.”