Hot on the heels of their recently released debut album The Diet, HeCTA have unveiled a video for the galvanizing and hypnotic ‘Sympathy For The Auto Industry’. Directed by Chris Shepherd, the video portrays the relationship between a father and son. “The son tries to reach out to his dad, but is he cold and remote. It’s not till he thinks he’s lost his son that things change. They are like ships passing in the night. But will they collide?”

Shepherd described further how the video came about:

“I wanted to do something that matched the electronica of the track. It felt like the Human League/Heaven 17 vibe of the track screamed out for something visually similar to the ‘Money for Nothing’ promo by Dire Straits. I also thought it would be cool to collaborate with RTS award nominee and Kingston graduate Jez Pennington, whose graduate film Pigeon Kids is a story of urban alienation in a world of CGI.

Myself and Jez were really into the idea of getting data moshing into the promo. We wanted to get a sense of abstraction, where the music becomes so powerful it breaks the images apart. There’s a great bit in the promo for David Bowie’s ‘Loving the Alien’ where the image breaks apart as the music hits a peak. I love the power of that idea.”

Check out the video for ‘Sympathy for the Auto Industry’ below.

The Diet is out now via City Slang in Europe and via Merge in North America.