The video, directed by Stuart Birchall who prevously worked with Young Guns and Bring Me The Horizon, deals with the sensitive topic of domestic abuse and violence. Birchall had the following to say about the creative process:
“I have always wanted to work with Bullet and I knew after talking with Matt [Tuck] that the style of storytelling I had in mind was very well suited to their own ideas. The band and label were very respectful of the creative process and allowed me to develop and refine concepts until we had the perfect fit. We were all keen on making a bold, dark statement about abuse that would resonate with a wide audience and complement this with a stylish performance. Everyone involved worked hard to bring the vision to life, it is always humbling to work with such dedicated cast and crew. As a filmmaker, being trusted and given creative freedom by the artist to interpret their message is where the most powerful work is done”.