In the controversial music video, The Weeknd arrives back in town and buys flowers for his unfaithful girlfriend, who is preparing for a romantic rendezvous with her lover. But plans go awry when the singer opens fire on them in the midst of their lovemaking.
Sam Pilling, the clip's director, shared his vision with Dummy magazine
. "The main concept for the video was to create a revenge narrative disguised as a love story. When I first heard 'Pretty' I felt there was an underlying sadness and pain to Abel's lyrics, beyond the song's essentially upbeat narrative," he explained. "I wanted to stray away from creating something too literal as this can often create a dull video. Instead I wanted to make a narrative that began in a way that the viewer might expect but that would ultimately be shocking and unexpected.
I was also interested in the idea of showing something so horrific and horrendous in a beautiful and 'pretty' way."