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.

Hector Dockrill directs a heartwrenching promo for new Lewis Capaldi track Pointless. The narrative for the video captures a mother-son relationship with beautiful and heart-breaking intimacy. Spanning a couple of decades, the concept follows a single mother who strives against all odds to give her son the life she never had, and is packed with an emotional punch. With a wonderful performance from BAFTA winner Niamh Algar (The Virtues, Raised by Wolves) and three actors playing the son at different stages of his life - including Charley Palmer-Rothwell as her grown-up son - the video reinterprets the song's lyrics to explore a different type of relationship, and it works perfectly.The naturalistic cinematography and relatable themes help make the video feel incredibly realistic and universal, and it will no doubt have viewers thinking about their own loved ones as we enter the festive period. With mixed dialogue throughout, we both hear and see glimpses into the ups and downs of their daily lives over the years including financial hardship and the tightrope of being a working single parent. And in keeping with the theme of family, Laura Dockrill – Hector’s sister - wrote the script, making this a family affair both on and off screen.“Lewis had a beautiful idea that focused on the mother/son bond, and how responsibility shifts as you grow older," says Hector Dockrill. "Niamh Algar is a phenomenal talent and we’re already chomping at the bit to work together again. With only a week’s prep, she managed to immerse herself into the role and completely make it her own. This is definitely a special film that everybody can connect with – a shout out to every mother.”

A young maid finds herself at a crossroads, in Maxim Kelly's mesmerising promo for Ethel. Waiting hand and foot on a slightly surreal family, we see the main character run errands and try to stay out of the way, as the father figure lip-syncs to the track, getting oppressively close to her wherever she tries to escape to. Ending with a climactic dance in the living room - performing to the awkwardly apathetic parents and daughter - the video is haunting and contemplative, echoing films from French and Korean arthouse cinema. A subtle manipulation of the textures of the image at certain points also heightens the surreality of the concept, which creates an unnerving atmosphere.“Initially I thought Ethel should be the main character and do the dance at the end, and I always had this image from this French film called My American Uncle, where it’s like a little girl standing up at a table," Kelly explains. "I originally had that image in my head for a rap video, but it didn’t really make sense to the song. I wanted this to feel more like surreal so then as I started finding more imagery. It kind of transpired that maybe the maid was the more interesting character.”

A small family gathering descends into madness in Swedish directing duo BABYBABY's promo for Superintendent McCupcakes.In the video, McCupcakes (real name Tony) loses consciousness and is brought back, time and time again, to an increasingly weird and uncomfortable reality, with the help of a trigger-happy paramedic armed with defibrillators.The desaturated, filmic aesthetic contrasts the absurd mayhem of the concept, and the ending scene feels more suited to a contemporary horror chase scene than a music video - and that's the brilliance of the video."It’s been years since we made a music video, and the ideas were starting to pile up," say BABYBABY. "So we wrote a script with everything we were into at the moment: Dutch techno subcultures, yuppies, 90s IKEA catalogs, awkward family photos, smiling people crawling, smiling people running, smiling people sliding off sofas, etc, etc."The label said 'great, you go do your thing'. And so we did."

Elliott Hale directs a reflective promo for The Bishop Boys, a singer-songwriter duo from Ontario, Canada, that wears its love of Wes Anderson on its sleeve. In the video for Guelph Riff, we follow the Bishop Boys' Austin and Andrew through a full year, continuing to create within the constraints of a sitting room. In true Anderson style, each season is titled, the camera is locked off to capture the action. The Boys even flip through that Wes Anderson coffee table book... Performing on a custom-built stage set, the pair live out their lives - celebrating birthdays, hanging out with their partners, creating music. Beyond the Wes references, the video reflects on our ability to adapt to different environments, whilst still feeling an urge to make things and socialise with loved ones. With the pandemic still fresh in everyone's minds, it's a super relatable concept, but told in an engaging way.

Tanmay Chowdhary visualises a poignant promo for Young The Giant.The dreamlike concept explores aspiration, family and sacrifice, in a beautiful series of multiformat vignettes. The use of vintage homemade footage and crisp, contemporary setups highlights the themes of the visual, and creates a thought-provoking contrast throughout. "The film is an experimental interlace of hyperrealities - all of which merge through the brown gaze on the pursuit of the American Dream, reflecting and questioning the journey away from the roots," explains Tanmay Chowdhary. "Flowing between the timelines of VHS footage captured by Sameer’s father - documenting his life from a baby to an adult - and dreamlike recreations of portraits of the South Asian diaspora on the shores of the abandoned Salton Sea, the film is a homage to the sacrifices made by first generation immigrants who moved West to provide a better future for their families."The film was created by an all-brown cast and crew, and it was the first time we experienced that in America."

Tamir Grinberg takes a stroll down memory lane in Daria Geller's evocative promo for Into The Night. Reliving a night of adventure with his father, the video interweaves the past and present in a glossy, light-hearted fashion. The memory setups take place in a studio environment, existing in a dreamlike space which elevates the nostalgic, ethereal feel of the concept.

Werner Vivier follows four unique relationships in this heartfelt promo for Vraell. Four different relationships means four different ways of falling in and out of love. This docu-style visual interweaves a series of intimate moments between different characters, on both a romantic and familial level. Vraell (AKA Alessio Scozzaro) appears in the video in a succession of understated vignettes - e.g. in the back of a taxi and in a nondescript bedroom - to tie these narrative arcs together.