It began with casting Rick Wilder, an actual aging musician – the former frontman of the L.A. band the Mau-Mau's, whom the director had been eager to work since a brief encounter four years earlier. The video was created with Rick as the focus. It's created to be very bleak and hopeless and the setting and production details were constructed with a realism that Rick would have actually lived there and that was his life. We created a sense of truth that blurred the lines between fiction and documentary.

Featured online on Urban Outfitters Television, a Youtube channel

As of April, 516K views. Featured in numerous online publications.