James Arthur is a guiding light in KC Locke's poignant promo for SOS. Stumbling through Liverpool's Tobacco Docks at night, champagne bottle in hand, concerned residents begin to peek out of their windows, checking in on Arthur. They congregate behind him, and shortly afterwards, he lights a flare which acts as a guide for all of these lost souls. And when he breaks down and it all becomes too much for him, various characters spark their own flares, proving that we all have a part to play in raising each other up in society. Heartfelt and glossy, it's a trademark emotional affair from Arthur, with the weight of KC Locke and team's unique vision pushing it to the next level.
Rob Ulitski - 1st Nov 2021