We decided to shoot the Culture Freedom video while on the Rapture tour because we wanted to capture the energy of just being in the moment and grinding. I wasn't tripping off of a deep concept, its more about the way we live than trying to present some glamorized version of ourselves. Most of the footage was taken during the last leg while we were traveling thru Colorado and Wyoming. Plus, we're from the Bay Area, so being in snow just adds an exotic element in our minds. We had a good time just being free with it.