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[quote] Director DANIEL ASKILL on Reign: "It was great doing this video for UNKLE (and Ian Brown)...I was always a huge fan of Rabbit In Your Headlights, the track and the video, so I guess UNKLE was always on my wish list. It's always a treat to work with an artist like James Lavelle who pushes for a more conceptual or cinematic approach, and has no interest in working within the often-formulaic restrictions of what a music video 'should be'.
It?s hard to pinpoint where the idea came from, but I guess it is based on the concept of a narrative built around a ritualized event, and in this case the elemental forces and the notion of invincibility seemed to sit perfectly with the track.
As with any project worth doing there is often a little pain involved in the process, in particular for our lead, Pschemko, who had to spend a day hanging upside down by his ankles in a glass tank, his head fully submerged in water. Not to mention shooting exploding glass and fireballs at the end of a very long day, right next door to London City Airport!" [/quote]