Calling the shots for Purity Ring's video for 'Lofticries' is director AG Rojas, the man who has previously been responsible for acclaimed promo clips from the likes of Jack White and Spiritualized.
The video is full of big ideas, casting an eye over conception, birth, death and sickness; with a bit of abandonment thrown in for good measure. 'Lofticries' is taken from the album 'Shrines', which came out in July via 4AD.
Purity Ring are about to embark on their first European headline tour which includes several UK dates. Full details can be found HERE.