Indy Hait directs a blazing promo for Alex Clare's Why Don't Ya. 

Shot to resemble one continuous camera move, the video glides seamlessly between two apartments: one belonging to a couple, the other with Alex Clare performing.

The couple in the apartment next door are struggling to show their emotions, apathetically sleepwalking through their routines, while the whole place is, quite terrifyingly, in flames.

This contrast of danger and ennui is beautifully realised - and the fact nearly all of the fire effects are practical and in-camera adds a real sense of tension to the piece.

Hats off to the actors to keeping their cool on that fiery set...