Taylor Swift's "Look What You Made Me Do" music video caused controversy upon its release due to its dark, cryptic tone that was unusual for Swift. The video featured various scenes of Swift portrayed as different personas, including a zombie emerging from her grave and herself submerged in a bathtub filled with diamonds. It also included references to Swift's well-publicized celebrity feuds. Through its shocking imagery and themes of power and rebirth, the ambitious production aimed to redefine Swift's image and promote her new album "Reputation."