The new visual uses the camera of the viewer's computer or mobile device to incorporate them into the video in real time. This is the first time the technology has been used in a music video. The video was directed by Santigold and Sam Fleischner and conceptualized and digitally developed by Yung Jake and Vince Mckelvie, with mobile app development by Bryan Yee. It plays on pop culture's fascination with viewing and manipulating one's own image.