Are you looking for a bit ok pop-electro-shock? This video is what you need! Hypnotizing, confusing and funky! Will i am collaborates with Britney Spears for this song and director Ben Mor translates all its energy in videoclip.
 
It was filmed on October 13 and 14, 2012 in Los Angeles.
When had asked about the video’s concept and style before it came out, will.i.am revealed that it will include “uber fresh fashion. The young kids brought their game. I don’t want to say it’s ‘swag.’ Because swag is… it’s dope, but this is beyond swag. This is swag in reverse, which is gaws”.
Mor spoke about working with Spears on the video, ib an interview with MTV News he said:
“I was very, very excited. Needless to say, I’ve always wanted to work with her and so completely looking forward to it, super stoked that I finally get to work with her,” he told MTV News. “And she was absolutely super professional. [She] wasted no time, showed up before anybody else. [She] was spot on time, not a minute late. Her hair and makeup team, her glam team was amazing to work with. She did her thing. It was awesome to watch. She just lights up. The music kicks in, and it was just awesome. I can’t say enough good things about her and her team. They were just awesome.”
 
The videoclip premiered during a live episode of The X Factor on November 28, 2012.
 
It’s easy to see that the theme of the music video is multiplicity. The director said that the idea behind the video “was essentially trying to reduce what the song is about to symbols. And that’s what it was … just really keeping it clean and iconic.” Moreover, Ben Mor commented that the video has no exact narrative, saying, “there’s no deep meaning to any of it. … To me it was just about, you know, every scene is like a photo. I just liked it, I liked seeing the human heads, and I liked seeing the gold chains off of the plaques and then making it scroll. And then it was an awesome way to introduce characters, some friends of will … so that it wasn’t just about them.”
 
Multiple Brits computer-generated treated the consumers. That image, Mor said, was picked to vibe with the futuristic theme. “Again, I think when I decided on the style, I knew it was going to be sleek, minimalist. I knew it was going to have a white environment, a black environment, and I knew that I was going to a fashion kind of world, so it’s almost like a moving fashion spread. Making them multiple matched the beat and visually popped. It’s just a stylist choice. It didn’t take too much brains to figure out it looked fresh,” he said, adding, “What’s better than 10 Britneys, you know?”
 
Another Mor’s comment regard the scene of will and his clique, mounted on the wall like hunted animals: “There’s no deep meaning to any of it. It certainly wasn’t trying to produce any narrative,” he said. “So to me it was just about, you know, every scene is like a photo. I just liked it, I liked seeing the human heads, and I liked seeing the gold chains off of the plaques and then making it scroll. And then it was an awesome way to introduce characters, some friends of will … so that it wasn’t just about them.”
Mor added: “It was about trying to show some youth culture. To us, we both like what’s going on with all the GIF madness. GIFs are kind of like the new photos. The whole video is like hundreds of GIFs put together, if you will.”
Another constant image is the one of the golden disco balls in flames. Mor reason for including that image was: “I got the image in my head like I wanted to see a disco ball on fire.”
 
Someone has suggested that the entire video was a quote of the CIA’s program, “Monarch”.
Butterflies, multiplication of personality, robots, dehumanization, infinite loops, mirrors, broken glass, masks and robots are recurrent symbols when you want to quote this program, will this be the case?