Synopsis

A young girl in a homemade deer costume wanders through Los Angeles with a toy guitar, repeatedly singing "I Love It" directly to the camera. Along the way, she encounters a boy, dancers, street performers, a convenience-store clerk, and assorted passersby. The video jumps rapidly between locations and characters, mixing playful choreography, bright colors, animation, and visual effects. Its loose, dreamlike progression has little conventional narrative, instead turning the song's simple repeated hook into an energetic, surreal city adventure.

Factoids & Trivia

• "I Love It" was released as a single on June 18, 2013, and was also associated with Postino's *Golden Owl* EP.

• The video's central costume is a handmade deer or elk outfit, paired with a toy guitar. That striking image became one of the clip's most recognizable features.

• The production credits identify Lars Lindstrom as cinematographer, Will Kindrick as producer and editor, Erin Pearce as costume builder, and Kelli Erdman as choreographer.

• The video was made through the production company Mummy Space Island Productions and features Darla Jacobs and Jonas Anthony Rubio among its principal performers.

• Its cast also includes a convenience-store clerk, a runner, a security guard, an acrobat, and a group of dancers, giving the short film a deliberately communal, street-performance feel.

• The visual style was singled out for its bright colors, playful editing, animation, and visual effects. Contemporary coverage described the clip as especially fun and memorable despite the song's deliberately minimal lyric.

• "I Love It" received nominations in the Best Dance Video category at the 2013 UK Music Video Awards and for Best Music Video at HollyShorts.