Edward Heredia directs a touching promo for singer-songwriter Kris James. 

Set in present day Britain, the narrative-driven music video for Hold On explores three narratives through a social realist lens, meditating on the themes of loneliness, depression and loss.

Intercut with an atmospheric performance section, the video is a snapshot of life in 2024, exploring different perspectives and the way our struggles are hugely varied yet surprisingly similar. 

It's a concept that touches upon the human experience in an intimate way, with gentle, thought-provoking direction from Heredia and great performances across the board.