Canadian outfit PUP's long association with director Jeremy Schaulin-Rioux is dotted with some memorable videos creating a gritty and witty legend around the band's punk rock odyssey. Now the partnership takes a new twist with a brilliant high concept to deliver the lyrics of new single Paranoid.

With the band playing a riotous gig in a small club, it's all shot from a fan's perspective, shooting on their phone (yes, the whole thing is in 9:16). But as the camera flips every element of the club contains a line of lyric from the song. And much of this is delivered objects found in that crucial spot in the gig-going experience, the 'merch table'.

After some fantastic work in their shared back catalogue - like the wonderful video for Guilt Trip -  PUP and Schaulin-Rioux have pushed the boundaries again with a unique, very PUP-like experience. It also happens to pay tribute to the the unsung heroes working the booth at every show - from dive bar to stadium - and the proud history of the rock and roll T-shirt.