The video premiered on September 14, 2009 on MTV2 and MTVu. The video debuted on MTV2's "Unleashed" airing every hour on the hour.
The idea was to show the beauty and the decay of the city of Los Angeles in the video. The dream factory and also the nightmare that it can be. Jerry Cantrell described the riff to the song "Check My Brain" as "it kinda requires that you take some sort of motion-sickness pill before you start listening to it, so the video concept goes along with that feeling."