Gia Ford gets ready to battle her demons in Sergio Jaén's atmospheric promo for Poolside. 

The video takes place in an enigmatic building, centred on a large, drained pool. There are minacious hints of something being wrong - a shattered window from a gunshot, glass on the floor - and this eerie vibe carries through to the contorted movements and poses Ford manipulates herself into.

"From the very start, I wanted to create a broken narrative where audiences could wander around in the protagonist’s world and create their interpretations," Jaén says.

"The first version of the treatment was much more on the nose, with clear gore hints, where we could see what Gia had been going through in the house. But I wanted it to feel narratively empty and eerie, parallel to the spaces around her. So, I removed elements from the main storyline to highlight this and concentrate on key moments of her journey.

"As the director, I wanted to make this film a piece that represented the song and Gia Ford at its maximum, creating a character and a world around her for the fans to be submerged, something audiences want to rewatch over and over, which is a difficult thing to accomplish nowadays."