London, 28 May 2026: Iconoclast film director Nogari has created a new music video for Swedish pop sensation Tove Lo’s “I’m Your Girl, Right?”, the first single to be released from her new album, Estrus.
The music video marks the latest collaboration between Nogari and Tove Lo, after they worked together on the video for her single Borderline, in 2023. Nogari is also known for his films for big brands such as Budweiser, Deezer, Uber, Nubank and Corona.
Building on the foundation of radical honesty, Tove Lo said that the new album is informed by her memories of growing up, struggling with eating disorders, being depressed and going through family breakups. In this work, she is torn between ideas of motherhood and being a young, carefree girl – the music highlights raw emotion and tension.
Estrus was inspired by animal instinct and the mammalian estrus cycle itself, with primal desire, urgency, and impulses running through the record. “I’m Your Girl, Right?” is no exception, and the film taps into emotional themes Tove wanted to explore around instinct, conditioning, repression and desire.
Shot to highlight feelings of confinement and the search for individuality, the film stars dancers initially moving in perfect synchronicity, until human nature starts to break down the order.
It is set in a world that feels familiar enough to seem real, but detached enough to be almost dreamlike, where the closed, convent-like environment, built on synchronised routines and choreographed rituals, becomes a form of control.
Individuality is suppressed, until Tove’s character, acting as a disruptive force, causes the first crack that leads the entire world around her to fracture. The film ends with everyone running through an open field, symbolising collective release and liberation.
Shot in just two days in São Paulo, Brazil, the film features a cast of 75 dancers who were filmed inside an abandoned monastery, using a single location complex and surrounding landscapes to create the feeling of an isolated world disconnected from time.
“The film moves from order into chaos, from repression into instinct,” said Nogari. “Visually, we wanted it to feel tactile and imperfect, almost like rediscovered footage from a forgotten movie.”
He added: “As we were concentrating on creating a world and telling a story, coordinating all 75 dancers, the most amazing thing happened. We discovered the monastery was full of bats. With only two days to complete the shoot, the bats, swooping though the room, almost derailed the whole project.”
Dubbed “Sweden’s darkest pop export” by Rolling Stone, Tove Lo’s album Estrus, her first in four years, has been eagerly anticipated across the globe.
It forms the follow up to Dirt Femme, which included the single “How Long”, which featured on the soundtrack of hit TV show Euphoria, charted across the world and was a hit with critics and fans alike. Dirt Femme was ranked by the likes of Rolling Stone and The Guardian as one of the best albums of 2022.
Lo, who has previously worked with songwriting superstars like Max Martin and Xenomania, went straight in at No 14 in the US Billboard charts with her debut album Queen of the Clouds in 2014, and debuted at number 11 with her second LP Lady Wood in 2016 – she was also nominated for a Grammy for best music video Glad He’s Gone in 2019. Since then, she’s had a string of international hit singles and albums.
She also co-wrote Ellie Goulding’s No 1 hit Love Me Like You Do, which led to a Grammy and Golden Globe nomination, and collaborated with Dua Lipa on her hit album Future Nostalgia.
