The 1975's Matty Healy turns up the megawattage of his artfully ramshackle star quality in this major musical production number directed by Warren Fu for Sincerity Is Scary.

It's the first of two music videos directed by Fu for the band's forthcoming album, and its a beautifully-constructed piece made on the lines of a Hollywood musical, from the backlot staging on a typical city street, to the supporting cast of chorus girls, dancers and marching bands. And it's certainly performed with sincerity - well, up to a point.

Created in a number of long takes with mostly whip-pan to create an endless flow, Healy holds it all together with sleepy panache, and there's a nod to his obsession with Chaplinesque heroes - a little girl becomes the avatar of his silent movie character in old '75 vids. Very entertaining, not at all scary.   

“It’s been a real treat having brainstorming sessions with Matty Healy on ideas the past few months," says Warren Fu. "When it comes to music videos, it never ceases to amaze me when sketches on a whim materialise in person a few days later on set. There’s no better feeling.”