Sel Maclean directs an evocative promo for Newcastle-based rock band Pit Pony. 

The video for Supermarket follows a character who recollects a fond memory, leading her to start fantasizing and reliving the night. As her recollections become more and more vivid, her feelings become entangled in a messy dose of nostalgia.

The distorted soundscapes are matched with chaotic cinematography, which builds to a warped blend of strobing lights, quick-cut edits and oversaturated colour, which matches the dreamlike mood of the concept. 

"The main goal with this video was to match the flow and increasing pace of the song through a combination of slow and fast cuts as well as a heavy emphasis on using lighting transitions to delve in and out of our character’s mind," explains Sel Maclean. 

"The energy of the song builds and builds for a long time on a bed of continuous heavy guitar sounds. The layered soundscape of these heavy distorted sounds creates a beautiful chaos of mood and emotions which was really important to represent visually and emotionally.

"Overall, with quite strict logistical and budget limitations we had to be creative in how we told the story. Having a really creative and collaborative team meant that there were plenty of ideas and workarounds to obstacles we faced on the day."