The third video for new soul artist Collard directed by duo SOB - that's Eseosa Ohen and Joseph Shaw - is set in a lighting shop, and follows Collard on a damning descent into the depths of a sultry, sexy Hell...

Described by Collard as being “what it says on the tin”, Hell Song, is “me at my epitome of ecstasy and accepting the inevitable destination of hell for it, while all the while dragging an innocent but willing soul down there with me. As there's nothing tame about the production and lyrical content of Hell Song, the visual had to reflect the wildness and convey the theme of inevitable impending damnation.

SOB are Collard's creative directors, as well as the directors of this and two previous videos, for Warrior Cry and Ground Control. "Sosa & Joe decided on the visual being centred around heat and the connotations heat has with sex, passion and hell," continues Collard. "Heat was the best way we could visualise the climatic rise of ecstasy, the internal burning of desire and my over healthy ambition to receive and provide sexual fulfilment.”