“The making of the ‘1234’ video was one of the nicest days of my life. Patrick spent his so much of his life thinking about film, I’d spent my life thinking about music, Noémie was a fantastic and fearless choreographer. Our executive producer Jannie McInnes had been pulling off crazy massive logistical undertakings her entire career, and each of those dancers, of which there were something like 100, had spent their whole lives moving their bodies. The feeling of camaraderie was a hundred times more potent than summer camp and really brought to a head by such a finite common goal.”

The video was later used in an iPod Nano commercial and was the most impactful commercial in the history of the Apple iPod series – selling 249,000 copies of the single the month the commercial aired – more than Coldplay, U2, and Eminem iPod commercials.

“I didn’t really know what Apple was, in terms of technology changing our lives and the way we communicate and all that. I must have had a laptop by then but I think I had a Nokia flip phone and the rest was just science fiction. I remember saying yes because the video was such a positive experience for all involved and no one was seeing it. There wasn’t You Tube back then, it was that you either got on MTV or not. I felt protective of the video, because when it was made, all of a sudden I understood why I had gone to the boards for that song to be on the album. The video was the true embodiment of what that song made me feel when I first started to play it live, long before it was slated to be recorded for The Reminder.”