Seb Luke Virgo creates three short character-driven stories, around the concept of Victory - the title of Cian Ducrot's forthcoming debut album - as part of the French-Irish singer songwriter's visual campaign on social media.

Each of the three 60 second videos is a tale of an individual devoted to an activity, having setbacks, then eventually succeeding: a young ballerina experiencing rejection at auditions until she wins a role; a skater trying and failing, until finally executing a kickflip; a young boy, taking on ever-more challenging Lego sets. 

Presented as vertical videos on Ducrot's socials, each one works as a standalone piece but also together as an impactful campaign for the album. Well cast and directed, and sharply edited, with additional drawn animation to accentuate emotions and push messaging, Virgo has risen to the challenge of telling each story within the timespan - with the title track acting as the soundtrack.

Due to the overarching concept, and as a result of each video's length, this is a hybrid between advertising and music video that arguably verges more towards the former than the latter. It's also an indicator that the marketing needs of record labels in the burgeoning area of 'shortform' social content is going to be a driver of new visual creativity with its own personality. It's a whole new playing field, in fact.