Directing duo NoCowboys - Jody Elizabeth and Betty Cutting - direct an effervescent promo for London-based Irish artist April. 

The concept for 54321 blends shimmery metallic textures and dreamlike performance vignettes, amplifying the hypnotic vibes of the track. 

The use of in-camera experimentation and reflected light seamlessly blends the multiple setups, giving the whole concept a singular style and aesthetic. 

"(We) had been looking for an opportunity to experiment with light, installations and in-camera effects for a while, so were delighted when this brief landed from April," say NoCowboys. "The whole process was a big, playful experimentation, as we found and tried different objects and textures to pass light through and bounce off.

"Massive thanks to art director Jessamy Hadfield for bringing to life and creating the mirror installation based on some terrible sketches we sent. And of course the dream duo of DoP James Chegwyn and gaffer Luca Piercey, producer Brooke Lagana, and Rose Esme Lucas, who we teamed up with again after our Rosie Lowe music video."