Roxana Baldovin directs a cool bubblegum fantasy with a sense of unabashed fun for singer and hugely successful TikToker Bella Poarch. 

The poolside promo for Crush is a candy-coloured dream, boasting slick choreography, pastel colour palettes, taking inspiration from J-Pop culture. Tied together with tropical art direction and short bursts of animation, it's an eye-catching video with plenty of standout moments. 

"Ever since I saw Build A Bitch a few years ago I knew I wanted to create something with Bella," says Baldovin. “Crush is Bella’s first venture into bubblegum pop, so I wanted a music video that felt as smooth and delicious and feel-good as the song did.

"I have to thank Rio Warner, Bella’s creative director, for advocating for me for this project. She really brought it all together with her Tokyo-inspired looks."