 During an interview with "Elle", Kills talked on the concept she went with for the visual.Kills revealed that she left her birthplace of Bradford in England at the age of 14, in order to pursue her desire of having a better life, with a good boyfriend and life; however she only felt "closer to betterness" in parties, where she was exposed to recreational drugs.She started to consume them and she felt better with them for "a few short hours".