The song's music video was directed by Daniel "Cloud" Campos, who made Paramore's "Now
" clip earlier in 2013. "I love Cloud," Williams told MTV News. "He's easy to work with and he's excited to work on videos, and that passion and energy is really important. You draw off it and feed off it. You get a lot of emotion. There's a few cool tricks in this video, like there are scenes where I'm singing, and Cloud is holding a light bulb up to the lens, and it makes this really crazy effect, but it's just a light bulb; and I love that. It's not about spending a bazillion dollars on some fancy trick, it's about being creative."