Charlene Jones directs an evocative promo for singer-songwriter Lydia May, with a world of childhood dreams, brought to life by a whimsical, dreamlike set. The video for You've Got This Kid takes the viewer on a captivating journey, following Lydia as she grows up, starting with a playful performance beneath a mobile and moving on to moments of wonder with bubbles and a jewellery box. We finally reach the grand stage, where the set and art direction mirrors the opening scene.Anchored by May's authentic and accessible performance, Incorporating user-generated, childhood fan videos, we connect with the loyal community Lydia has already built, while highlighting the universal theme of daring to dream big.

Maïlis directs a powerful music video/short film for Montreal-based singer/songwriter Apacalda, following the journey of Louisa, an elderly woman who has made a momentous decision. The video for She's Not Coming opens with a thought-provoking montage of characters and scenery, a voiceover guides the audience through the concept. From there, we follow Louisa as she comes to terms with her decision, sharing final moments with the world around her, captured in a truly cinematic, breathtaking manner. The inspiration for the video came directly from the experience of Apacalda’s friend, who lost his mother to what is suspected to have been suicide. She was a devoutly religious woman who nurtured her relationship with God but ultimately chose to leave the church, which led to her exclusion from her community.She would regularly walk along the shores of a beach near her house. One morning, news outlets spread the story of a woman's body washing up on the familiar shoreline. Her son knew right away that it was his mother, realizing they would never speak again."It has been a year in the making and I'm very proud of the result," Maïlis explains. "I aimed to blend this true story with Apacalda’s own cultural background, an integral part of her musical identity rooted in Romania."Accurately and sensitively portraying the mindset of my characters is always a goal of mine. This piece captures complex emotions within a short timeframe, so accessing the vulnerability of the main cast was crucial. I emphasized the loneliness and isolation that a woman [who is] excluded from her community can feel."The film's subtlety lies in the nuanced emotions conveyed: starting with a sense of feverishness, then moving through tension and melancholia, and finally, abandonment. Through Louisa’s story, I sought to show that women are responsible for their own choices, regardless of how difficult they may be while also underscoring the profound impact of community on an individual's mental and emotional well-being."This narrative is a testament to the strength required to make difficult choices, encouraging empathy and understanding for those who walk a path of solitude."

Arlo Parks celebrates her impurities and those who uplift her, in Jak Payne's breathtaking new promo. The video plays out in a series of theatrical, minimalist sets, with different rooms and performance setups created within a studio setting. Experimenting with light, texture and experimental camerawork, the video channels the enigmatic soundscapes of the track into an ethereal, transcendent aesthetic, which blurs the lines between reality and fiction. The idea of family and community sit at the centre of the concept, and whilst the dreamlike aesthetic might suggest an otherworldly vibe, the star of the show is the everyday stories and emotions hinted at in the vignettes. Beautiful work.

Daria Geller questions how life could be different if humanity could press "restart" and start all over, in this reflective promo for Marina Maximilian.Shown traversing a picturesque landscape with an older woman and a young girl - perhaps her mother and daughter - Maximilian eventually comes across a community who are living off the land, completely removed from the hustle and bustle of the modern world. It's a poignant concept, beautifully lensed by Geller, who also takes on the DoP role. The natural landscapes are matched by a raw, intimate aesthetic, which feels filmic yet unintrusive.