The first of two more promos by directing duo LateMilk in the lead-up to the release of AJ Tracey's new album Don't Die Before You're Dead is arguably their most personal collaboration. It's also the video where animation takes the lead role in the creative, as a means to deliver the raw emotion of the song's theme.

The video for 3rd Time Lucky is a tribute to AJ Tracey’s mother and her journey with cancer, capturing how deeply it shaped their relationship and the strength they found in facing it together. At the centre of it all is a soft, wide-eyed bunny. A recurring symbol from the album, and here, a quiet reflection of Tracey's more vulnerable side.

LateMilk worked with stop motion animator Imbro to tell the story of a mother and son - represented as bunnies - dealing with what life throws at them. Things become more ominous, as the mother rabbit begins to be stalked by a monster. And eventually she has to confront and defeat the creature.

The directors have brought this to life with clarity and care, using symbolism to play off the direct personal message from AJ to his mother.   

As such it makes Tracey's message a love letter to mothers, to vulnerability, and to the quiet power of shared strength. Appropriately it was created in proud support of Maggie’s and the vital work they do for those affected by cancer.