Gemma Yin directs a dazzling promo for Sugababes that highlights their status as one of the iconic girl groups of British pop. 

The video for Weeds features a gentle collection of evocative vignettes, mixing performance and symbolic interpretations of growth, displayed through textural overlays and cutaways. 

It's another strong visual from the group, paying homage to previous videos whilst keeping the same fresh, absorbing edge that made them the icons they are today. 

Using a mix of projected imagery in-camera, and archival footage in the edit, layered montages mirror the harmonies of the vocal performance and visual synergy of the band. Carefully crafted visual effects bring an otherworldly and surreal quality to the performances.

"We set out to create a beautiful mixed-media performance video with an ethereal quality, to complement the gorgeous new ballad Weeds," explains Yin. 

"As explored in the lyrics, we wanted to create the feeling of 'harnessing the power of nature' through the use of dynamic visuals which build throughout the track to support and envelop the performances."