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. The snapper alleged that he was told to leave and warned that it was a place where "nasty accidents could happen". He said the attack left him with a swollen nose and headaches.