Graham Coxon 'What'll It Take' by Ninian Doff

Ninian Doff has created the unusual and highly watchable video for Graham Coxon's angular and very punchy What'll It Take - with the crowd-sourced help of lots and lots of Coxon fans who submitted material of themselves dancing - matching the moves of the central character shot on location in London.

"We created a instructional video for the fans to follow then posted it on Twitter and Facebook," explains the video's commissioner Oliver Hammerton. "It was then re-tweeted by Blur and then it went all over. It was the hot news on NME and many other music publications and had entries from over 20 countries worldwide."

As the late Frank Carson would say, its a cracker - and its also Ninian's first video since joining the roster at Pulse Films.