Candy tell us the video's overall concept was conceived by herself and Formichetti one drunken night at a dive bar in Shibuya, Japan. Over cocktails while a drag queen performed, the duo got into what Candy describes as an "existential" conversation about the progression of the modern pop star. While mulling over the evolution from Madonna, who would create a new character with every album, to Lady Gaga, who Candy describes as being "a different human being every single day," the pair wondered if they could showcase 500 looks in a three-minute music video.

The problem with executing their original idea was timing. When more sober heads tracked how long it would take to capture 500 looks on film, Candy says they realized it was "actually physically impossible" to do in a video even approaching the length of her song. Scaling it down to 100 looks still would have required 30 days of shooting, which was more than Candy and Formichetti's schedules and budget would allow.

The two held on to the concept of creating multiple looks to express Candy's multiple personalities, but when Klein became involved after he and Candy met on the set of a V magazine shoot, he brought them what Candy calls a "more realistic" execution of concept.