"Everything came together really fast," says Wade MacNeil. "Maxxis flew into Toronto with a crew of four people, found the plainest room he could and shot us on VHS tape and cellphones in a day. We were all really drawn to the vibe of old punk documentaries and videos from the '70s and '80s. We asked for a lo-fi, no-bullshit performance video and that's what he delivered."
Says Maxxis: "I thought it would be cool to put a very normal woman in this tight space with ALEXISONFIRE performing. She represents the withdrawn and disinterested sales force that is out there moving product to make a buck — regardless of what it is. She doesn't give a shit about this band or their music — maybe she even thinks it's stupid. There's no passion there, so she stands miserably in the background. A nice metaphor for life, I think."
