Indie duo Seafret give their fans the chance to share in the experience of showing remorse in Mark Lediard's impactful video for See, I'm Sorry.
In pre-production the band asked their fanbase a simple question: what are you sorry for? And for the fans to video themselves holding up a card with a message of apology to a loved one.
The video is made up of these video messages, together with Seafret's performance of the song on location in their home town of Bridlington on the East Yorkshire coast.
It's a highly effective way to deliver the song's heartfelt message - with a welcome revival of user-generated content
