Some of the most impactful videos are the simplest — the emotional close-up on Sinead O'Connor for "Nothing Compares 2 U," or the body exploration of D'Angelo for "Untitled" — and this Rihanna clip has a similar set-up and intimacy. The screen is framed the old-fashioned way (4x3) and it looks like one long take — both of which serve to increase your focus, I think — and Rihanna exposes herself, emotionally, in a tub as she lets the song wash over her.
Alas, that version has now disappeared. Hopefully it will be back soon.
There's also a more traditional version of the video, with edits, a slightly sharper final grading, that HD 16x9 ratio, more lip-syncing and a featured spot for co-singer Mikky Ekko. It's also gorgous and emotional, but there's something more powerful and personal to the one-take version that was uploaded to Ms. Robyn Fenty's Vimeo account.