Jay Russell directs a cinematic promo for Tendai, framing the love song My World in the gritty monochromatic aesthetic the artist has made his signature look.

Focusing primarily on atmosphere as opposed to narrative concept, playing out across a handful of stripped-back performance vignettes, the video has a decidely Noughties feel about it, which is elevated by DoP Jed Darlington-Roberts' cinematography and Vlad Barin's grade. 

Tied together with gentle direction and a great central performance, it's another hit for Tendai and Russell alike.