KC Locke directs a heartfelt promo for James Arthur, a great showcase for the artist in performance and Locke's talent with tight, emotion-led concepts. 

The black and white-shot video for Waste My Tears blends Arthur's intimate performance with universal themes of regret, acceptance and catharsis. These are expressed through similarly intimate photo-style portraits of a large cast of extras who, in their diversity, effectively represent humanity. 

"For me, [the video] is about self-acceptance and the time it takes to find your way back to yourself," explains Locke. "I wanted to explore that through portraiture, allowing faces, expressions and small gestures to carry the emotion."

Locke's visual language draws upon CK One ad campaigns from the 1990s and documentary photography, assisted by DoP Henry Gill's excellent cinematography and colourist Alex Gregory's grade. 

"Black and white brings the focus onto the people: their character, their individuality and the histories you sense without needing them explained," he continues. "James becomes part of that collective, his performance connecting us to the lives around him.

"The intention was to create something intimate and human, where people could recognise a part of themselves and come away feeling a little less alone."