The answer is still a mystery, so just take your pick in the meantime. Literally. Director Chris Grieder created three versions of this video, with three different vocal tracks and three different stars.
So watch the version geared toward the teen-pop set, but also take a look at the r&b and country flavors. All calibrated to get a little mystery and controversy going...
Cinemagraphs might be my favorite "new" music video effect, presenting the viewer with a mostly still image that has an isolated spot of motion.
Director Chris Grieder uses the technique in this new Kelsi Luck video, and was kind enough to break down the process for those interested in using it. It's a complicated and time-intensive process, and Chris' instructions are definitely aimed at those with a working knowledge of 3k/FPS/XML/AE/TIFF and other letters, so be prepared to go full nerd.