UKMVA-winner Wouter Stoter directs Friedberg's latest music video - an ode to street photography set in Peckham, SE London, with a terrific central premise.

The video for The Greatest explores identity through lead singer Anna, and her quest to becoming the greatest by swapping outfits, items - even boyfriends - with random strangers. And she has a marvellous knack of making it happen.

But is Anna's roving, highly acquisitional eye a good thing? As she accumulates a range of looks, she also adds different identities - and she finds herself gradually losing her own.