It's a dance to the death in Sophia Ray's blinding promo for Regard, featuring Olly Alexander of Years And Years. 

The video places Olly as an apprehensive contestant at the centre of a dance marathon, where he has to sweat, pant, dive and dance his way to an exhausted victory - all driven by Meshach Henry's trailblazing choreography. Meanwhile, Regard lingers as a mysteriously sinister driving force behind the scenes of this dark competition.

"The concept for the video was inspired by the 1969 Sydney Pollack film They Shoot Horses Don't They," explains Sophia Ray. "We wanted to take the themes from this cult classic and then give the video our own creative spin on them, setting it in a contemporary, perplexing, dystopian space."

The video is a tour de force of creativity, wrapped in vibrant layers of choreography, post-apocalyptic styling and futuristic art direction, and emanates a minacious yet playful tone throughout. There is certainly a nod to Squid Game in there too. 

"It was such a pleasure collaborating with Olly again - as always - and really fun getting the opportunity to work on set with Regard," Ray continues. "It was great to showcase two totally different characters in the video when it came to both artists' involvement in the narrative. It was a labour of love from the whole team to bring this one together - and I am so grateful for the team's hard work."