Rita Ora's latest is very appropriately, a beach-set sizzler, directed by Justin Daashuur Hopkins - and the video is just part of a larger campaign of connected visuals.

With Rita sunning herself on an LA beach accompanied by a cast of larger-than-life characters - including dowager-age sun worshippers, musclebound weightlifters and retired movie moguls - Daashuur Hopkins assembles a series of humourous vignettes that have translated across formats, from the video to photos to 'Micro Films' that have teased the song Heat on socials.

"After looking through Rita’s detailed mood boards, I kept coming back to the idea of people watching," he says. "The beach is such a fascinating, equalizing ecosystem. everyone loves the beach, but everyone 'beaches' differently. It’s a place where all sorts of colorful characters emerge: sun-worshippers overdosing on vitamin D, retired businessmen with big bellies and zero shame, bronzed buns and rippling flesh on full display. It’s the absurdity of leisure.

"We aren't the first to notice this. We were inspired by photographers like Martin Parr and Alex Webb who found beauty and humor in these everyday performances - those candid, unfiltered moments that say so much without trying to say anything at all."

EP and creative director Dilly Gent says at her company Son & Heir "we specialize in transforming that same budget into a series of visuals designed to live longer, travel further, and resonate deeper. Leading the charge is the small but mighty Micro Film. We recently had the chance to work with Rita Ora and her team, creating a whole series of Micro Films, a music video, press shoot, album and single artwork, plus all the marketing assets. All for not much more than the cost of one music video."

"As we all know the beloved music video that has given so many directors and musicians there creative start in life has lost it’s foothold. What was once the heart of a single release has become a fleeting asset, often forgotten within a week as audiences demand more. That’s why it no longer makes sense to invest the majority of a visual campaign’s budget into the traditional music video."