Floria Sigismondi is best known for her music videos for the likes of Sigur Rós and David Bowie, but she's an acclaimed commercials director too.

Here she's created some intriguing visuals, with a Droste-effect-like infinite spiral staircase built from repetitions of the Curved UHD TV that the spot's promoting.

The spot also sees kaleidoscopic visuals created from digital and liquid elements.

The only thing that lets the spot down is the dangerously underweight-looking female model, which we're assuming is supposed to add to the 'high fashion' feel.