The goal of the album is to show Imelda May returning to her most honest self. Truthful beauty, feminine intuition. Intelligence. Visually, we should be showing a soft sense of warm spirited grittiness. Intimate. At home. Behind the curtain Imelda's radiant smile and illuminating laughter. A nod to her roots. Irish Heritage & inherent connection to storytelling. Imelda's words as a lyricist/poet/writer & overall thread to her Irish roots as a storyteller is a key thread within the campaign.