In a recent interview with MTV News, SLIPKNOT percussionist Shawn "Clown" Crahan stated about the video, "More or less, we have these giant masks that we're wearing, called 'purgatory masks.' They're like giant death masks, and they represent ego. So the video is based on letting things like that go, and getting back to what we more or less do, which is rock out. With me, the idea was based around going to extremes. I wanted to get a phantom camera, which can shoot 1,000 frames per second; it's psychotic. Then I wanted to get a 35 mm hand crank, like it's Vietnam or some sh--. We have both worlds — we have the most extreme on both ends, with nothing in the middle. That's what the video is, and nobody does that. There's an art form behind it. The video's got live performance footage, with serious consideration of location, color and just art, man. It's pretty awesome."