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.

It's a highly creative video used to successfully promote an artist.

The video was created as the 21st installment of Urban Outiftters' UO Music Video Series.

Ariel Pink has always connected deeply to 70s rock, and refrences the lo-fi transmissions of that era into his music. We visualized his musical tone into a video that harks on the image of what it is to be an aging rocker, something Ariel Pink thinks about.