Shot on the Canon 5D and 7D, Aoife McArdle's adventurous promo for Little Comets' Joanna is part-music video and part-social experiment.

Hundreds of 'Joannas' were tracked down around the UK by McArdle and a small production team looking for the most interesting participants. The week-long shoot aimed to show off the girls' individual vitality - but sometimes their striking similarities contrasted with their varied backgrounds...