Directed By: Dave's Video Mart
Executive Producer: Geoff Mclean
Backstory, from Menno Versteeg:
The song is about when my wife and I had our apartment burn down last year and how a whole bunch of new lessons and positive experiences came out of what could have been a really dark time. When it came time to make the video we wanted to show the process of transformation and finding the beauty in a bad situation.
It was the idea of the directing team, Dave's Video Mart, for us to salvage a bunch of artifacts that had survived the fire and try and turn the junk into something beautiful. We expanded on that idea by finding items that where a big part of our lives but were ready to become something new. In the video you can see a whole bunch of things that we were able to salvage from the fire....some records, old polaroids, a Pup stencil, a pair of Vans. I also found a digital photograph of one of the most precious things that I lost in the fire; a signed photo of Bad-era Micheal Jackson that i got when i was a kid that said "To Menno, From Micheal Jackson." I'm not going to find another one of those on Ebay. We used the digital picture to re-create another hard copy and used that in the video also.
This year our trusty tour van (Spageddy Lee), finally did its last tour, so we also wanted to include pieces of the van in the video. There are also a bunch of objects that we found in / rescued from the van before it went to the scrapyard. (crayons, a weird horse toy, some old distortion pedals a Truman Capote book etc.)
So the directors took all of this stuff and then he used paint and collage and fire and chemicals and film to transform the objects into something new and beautiful. No CGI here. Just a group of mad scientists/ex-video store clerks/buddies, holed up in a warehouse in Montreal for 2 weeks doing whatever experiments they could think of, on artifacts from our lives. And that's the story behind this video.
One of the many custom-written tunes that Holleredo penned for their massive project 111 Songs is "Firefly (Annie Murphy)," which frontman Menno Versteeg wrote for his wife after their Toronto home was destroyed in a fire. Now, that incident has also inspired a video for the same track.
The clip for this bubbly pop tune was made using items salvaged from the fire including records, some Polaroids, a pair of sneakers, and a digital copy of a signed Michael Jackson photo. The band expanded on the concept by contributing some items from their old tour van before it was scrapped.
A press release explains that directing team Dave's Video Mart "then used paint, collage, fire, chemicals and film to transform the objects into something new and beautiful in a warehouse in Montreal over the course of two weeks." Check out the results above.
Meanwhile, the release of 111 Songs has been pushed back from today (March 24) to next week (March 31) through Royal Mountain Records.