After he found the experience a difficult but positive one, he told son Abramson – and Jolly asked him to repeat the process. The band explain: "David walked to the beach, and spent about an hour crying, laughing, screaming, and just running through all the emotions that arose. When he was finished, he felt a surge of relief and energy.

"When he returned back home, Jolly were discussing ideas for further videos. David came bursting into the room and began to tell Jolly all about his experience on the beach and how profound it was. He was oozing with excitement and elation.