Lazer Viking’s rhinestone cowboy

In collaboration with Florence, director Jay Walker brings her creative vision to this outlandish promo for Prague-based synth artist Lazer Viking’s track ICU BBY.  

The film sees a sparkling main character, played by Twighlight actor Jackson Rathbone, slurping down a mason jar of milk before approaching a female line dancer and engaging in an unsettling, animalistic mating dance.  

Playful performances including plenty of unsettling eye contact, gorgeous art direction (in particular, an exquisite, rhinestone-clad two-piece suit), and creative camera movements bring the ludicrous story to life, leaning into that cowboy swagger by way of choreography from Erin Murray.