An eclectic bunch of idol worshippers become transfixed by the white figure in their midst in Jason Bradbury's promo for Look In Vain by London trio New Build. Then when one of the throng gets up close and personal, disaster ensues...

JASON BRADBURY

"When I first heard the track, I felt that the video had to be about time. The lyrics “The traces that remain” really stayed with me, and through the many conversations with Al & Felix, they encouraged me to work on my own interpretation.

"As the concept evolved, I grew interested in the the notion of learning from the past, whilst always being open to the possibility of change. I’m very interested in the idea of worship, especially idolatry and how putting so much energy into the reverence of something essentially tangible and static can distract from issues and ideas that are far more important, and ultimately prevent positive change.

"I always try to bring to promos my working practice as a narrative film maker, my long term collaborator and cinematographer Adam Scarth and I sat down and really discussed what we wanted each shot to convey, much like we would with our narrative work. My previous work has tended to be very dark, both in content and in aesthetic, and for this I wanted dark undertones but with a much lighter palette".