Jessie Ware takes to the pulpit to preach tolerance and self-expression, in Vicky Lawton's effervescent visual for Free Yourself.

When Jessie enters a large room, striding majesterially through a parting crowd in her flowing red gown, there is a spark of anticipation. Then she begins to perform, the super-cool and buttoned-up throng she is addressing start to respond to her words. And soon the group are giving themselves up to Jessie's commands - and being their full unbridled selves. 

With her strong sense of fashion, Lawton gives the video a twist of sophisticated rock 'n roll decadence, but with the added element of euphoria which feels contemporary and certainly works with the uplifing nature of the track and Ware's remarkable voice.

"As soon as I heard the track, I knew it had to be a celebration - a moment of joy, freedom of expression and individuality," says the director. "It’s all there in the lyrics - 'free yourself'. [I was] Imagining a gathering of like-minded free-loving folk at a stately home, very 70’s rock n'roll - but with a pinch of the occult thrown in.

"Knowing I’d want to make the tone provocative, I needed to ensure there was the class and sophistication in the visuals to keep it chic. That meant keeping mystery and intrigue at the forefront, using references of decadence, silhouettes to tease and a heavenly glow throughout. That’s where working with Rob Jarvis, DOP was a delightful experience - he has an eye for controlled compositions and a painterly effect when it comes to the use of light.

"Within this setting, Jessie is a true performer. Her ability to be the authoritarian preacher to the crowd of dancers in the start of the film, and get within the group towards the end and let loose was masterful to watch."