Samona Olanipekun's video for the second single from Louis Tomlinson's just-released new album features actors James Nelson-Joyce and Kit Reeve in a series of scenarios where emotions are always in flux. In fact, it's impossible to figure out what is really happening and what is the product of Nelson-Joyce's imagination.

The video for Imposter follows the path of the pair's relationship, in personal and social situations. The actors' play each scene in various ways, the constant shifting of mood between them, and other family members, is always fluid, never settled and keeps the viewer immersed. It also follows offers a window into that feeling described in the song by Tomlinson - who himself makes an appearance late in the video, and breaks convention by leading the actors in a live rendition of the chorus.

Olanipekun's video is part of a campaign for the new Louis Tomlinson album helmed by Untold Studios' Creative Director Phil Lee, who brought his extensive experience in music to deliver pivotal creative moments across the album campaign for How Did I Get Here?, released last month.

Lee commissioned Imposter and its predecessor for Lemonade, directed by Emmanuel Adjei. Both films were developed to sit cohesively within the broader album narrative, reinforcing tone, identity, and intent. Lee was also responsible for the strategic creation and reveal of the album title, designing a multi-layered audience journey that unfolded organically across platforms. The title was teased through the integration of WhatThreeWords within fictional reviews seeded through social media, which when discovered and put together would lead fans to physical billboards in global locations, each displaying a single word from the album title.

The campaign culminated in the full title and release date reveal, inspired by a traditional hand-painted sign installed on a remote beach in Costa Rica, close to where much of the album was recorded - grounding the global digital trail in a tactile, human moment tied directly to the making of the record.

These moments formed a cohesive creative framework that connected music, film, and real-world discovery - underscoring Phil Lee’s role in shaping the narrative and experiential spine of How Did I Get Here?

“It was a pleasure to work with Louis, his label and management teams to help implement some key moments in the launch of his third solo studio album," says Phil Lee. "Witnessing first hand how passionate and fanatical his core fanbase is and mobilising them to be part of the launch process was rewarding for everyone.”