Hip hop artist S.O. calls out staged social media posts in the music video for “Goals,” the first single from his Augustine’s Legacy album out on September 6. In the short directed by Esso, S.O. and his leading lady are captured in a series of perfectly staged, color-filtered and styled (price-tags still attached) shots, all framed in Instagram-like square boxes.

“We got to thinking about this idea of people looking at other people’s lives and not knowing they’re only showing us what they want us to see,” S.O. says. “We started to think – ‘Could they be dolls? Could they be toys?’ – and we took the idea to Esso.”

After hearing the song and S.O.’s initial concept, Esso began to develop the treatment. “I thought it would be dope if we staged him and another girl as mannequins in a storefront window,” he says. “That way it would be a strong visual metaphor of the illusion that we only put forth what is fake and plastic. We put our perfectly curated lives on social media, just as merchants do with their window displays. This would also allow us some creative license with the looks we create.”

“Goals,” audio available via digital service providers, comes amid reports of social media users experiencing depression and feeling inadequate when comparing themselves to their peers’ online profiles.

Watch S.O. Below: