 However, many have suggested that due to the benchmark the song had created for 2000 and the following years, it underperformed commercially.The music video for "Pure Shores" was directed by Vaughan Arnell and filmed at Holkham beach in Norfolk, England in January 2000.After the shooting, police investigated a claim by a freelance photographer that he was punched in the face by a security guard protecting All Saints whilst filming the video.