Josh Thornton-Allan directs an strikingly art directed performance promo for James Bay's Give Me The Reason. 

Effortlessly elegant, the video centres on Bay's emotional performance of the song, further elevated by impressive art direction and inspired lighting.

The emblematic backdrop of a glowing orange sun provides a canvas for some striking silhouettes, and matches the emotive thematic elements in the lyrics.

“I was really interested in the work of Olafur Eliasson, an artist who uses large scale light constructions in his work - particularly monochromatic light,” explains Thornton-Allan. “This seemed like a really unique way to explore the shifting emotionality of a dying relationship.

"We approached the lighting from a purely practical position, creating a monochromatic lighting setup with our giant sun and then during the chorus filling James with colour using regular, chromatic spotlights.” 

It is a perfect example of simplicity done right, and a promising comeback for the singer-songwriter, in anticipation of his third studio album.