Rising star Allegra battles the pressures of social media, in Rupert Bryan's promo for Do What I Want. 

The video explores the struggles of being a young female pop star, who is fighting to stay true to who she is front and centre - it’s a vivid ode to confidence and going your own way.

Using a combination of poppy practical effects, dynamic VFX and choreography, Bryan directs a frenetic, feel-good journey that marks Allegra’s return to music videos.

RUPERT BRYAN:

Allegra had a clear vision, and gave me space to have fun with it. 

"Allegra had a really clear vision of the kind of visual identity and sensibility that she wanted in her video. The seed of the idea actually came from Allegra’s management Chris Herbert and working with her music producer Matt Meyers. Importantly she gave my team and I a lot of space to have fun with it and push it into the vivid world we created. 

"As is always true, this video is a result of the collaboration and insane teamwork. Every music video shoot is, but this has never been truer than when filming within the COVID guidelines. Still, everyone was totally in sync on the day and I’m really proud of the video we brought together in these times."