Keane Pearce Shaw tackles toxic masculinity in the heartfelt promo for Tom Grennan's Little Bit Of Love. 

Focusing on a semi-autobiographical narrative between Grennan and his younger brother - played brillantly by Luke Kelly - the video is a poignant exploration of adulthood and family, with intertwining vignettes that balance emotive performance with a hyperstylised aesthetic. 

It's an unexpected take on the track, but brilliantly conceptualised and executed by Shaw and the creative team.

KEANE PEARCE SHAW: 

The song is a pop banger [and] I wanted to counter-balance the pop with something more leftfield.

“With the video for Little Bit of Love, I wanted to avoid the classic girl-meets-boy narrative. Instead of looking at the lyrics from a romantic perspective, I chose to look at them from somebody asking to be loved, supported, cared for - in particular a male.

"Being a very close friend of Tom’s, often we’ve discussed the issue of toxic masculinity. Being brought up in working class areas where traits of this nature live strong, at some point in our lives we’ve both witnessed, and probably lived by the phrase, “boys will be boys”.

"Whilst predominantly being a performance video, we wanted to work this narrative into the film by using a semi-autobiographical thread of Tom’s real relationship with his little brother. Played by Luke Kelly, we see a young child who’s only worry in life is to learn how to swim. We also see a tender side to Tom’s character; being the sole carer for both him and his brother, bowing down to both financial and peer pressures, a darker path is set for Tom.

"The song is undoubtedly a pop banger, which is why I wanted to counter-balance the pop with something a little more leftfield. Sticking with his high-octane performances, adding heavy stylised colour palettes and set designs, I think we’ve accomplished a down to earth, but captivating music promo.”