Morning Runner caught in tight spot for visually arresting video.(Promo focus)

Dark water in an enclosed space and the bodies of four men who have suffered a horrible end--and that's just the start of the video for Morning Runner's Burning Beaches (Parlophone). It becomes apparent that the space is a lift which has slowly filled with water because the action runs backwards, taking us through the men's predicament in reverse.

It is not a wholly original approach--backwards videos are almost a genre by themselves now--but it is an accomplished piece of work by director David Chaudoir, which was a very special experience for him. "It was fantastic," he says. "It doesn't happen often when you're on a shoot and you're actually learning something."

Chaudoir admits he was amazed when the concept, written by Alchemy head of video Otis Bell, was given the green light. He says, "It includes two of the people's main fears--hydrophobia and claustrophobia." Happily for him, he was wrong: the band were intrigued. As the director says, ...