George Ezra set out to send a message about the music industry with the video for “Pretty Shining People,” and there was no better director to inject a bit of comedy than Michael Cumming.

The video features Ezra as he demos the song for a group of music executives, all played by children, as they attempt to turn him into just another poster. It’s Ezra’s first video and single of the year from his 2018 album “Staying at Tamara’s.”

Michael Cumming is known for his ability to craft comedy, having directed “Brass Eye,” “Toast of London,” and more. Check out his reel here and watch the new video above.