The concept for the music video is based on the feeling of "not giving in" to pressure as represented by the Rudimental song "Not Giving In". The video will use four locations to portray different examples of struggling against giving in to pressure: 1) A gym showing the release of frustration through controlled exercise; 2) An interrogation room focusing on the waiting and frustration of not answering questions; 3) A business office depicting pacing and throwing objects in frustration; 4) An open field as a place of freedom and happiness contrasting the previous stressful locations. The video aims to represent society and convey the emotions in the lyrics to the viewer without taking on character roles.