Set in a real pet shop with an excellent performance and starring role for actor Craig Roberts (from Submarine), Richard Pengelley's compelling promo for Kassidy's One Man Army is a real treat.

"The idea really is about a kid who works in a pet shop and wants out so slowly plots his escape," explains Richard. "He is oppressed by his boss inside and the world outside and feels trapped. As a kid I found pet shops a little freaky and in a way I still do.

"There were a few references to [1970s Brit movie] Kes in the treatment and a hint of oppression with darker themes which where expanded after chatting to the band, they really liked the idea of escape. The track has an amazing inspiring feel to it so these images worked.

"Craig was amazing to work with and he really got into it, he's captivating on camera and truly funny off camera. A proper dude.

"We had to shoot while the shop was open to the public so the style had to be handheld and flexible, which Ben Spence our DP captured beautifully. There's even a great improv moment with a customer and Craig who served them while playing his role. A great team all round to be honest and a great day's filming".