Imelda May - "11 Past The Hour" 2021 release. 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.