The accompanying music video for "Kiss It Better" was directed by British fashion photographerCraig McDean and premiered on March 31, 2016. It was shot in Los Angeles over a "very long night".[A teaser for the video was released day earlier on March 30 via Rihanna's Vevo account on YouTube.Keeley Gould and Ciara Pardo served producers for the visual which was shot entirely in black-and-white.[9] In an interview with The Fader, McDean explained that the inspiration for the video was based on ideas which were inspired by dadaism and surrealism, "It all comes from you as a person, your inner inspiration and ideas you've had inside for a lifetime."
Jessie Katz of Billboard described the storyline of the video, it "features the singer intermittently standing, writhing on the ground and floating through space through various stages of undress while she sings to thePrince-esque synth and electric guitar track. In fact, Rihanna is the entire video -- there's no backdrop at all." Cosmopolitan's Eliza Thompson wrote that "the clip shows Rihanna rolling around under sheets whiledice roll up and down her body, writhing on the floor in sheer lingerie, and stripping off her oversize business-lady suit." According to McDean the idea to include dice in the video came from him and his creative partner Masha, "Sometimes it's all about combining things that might not make any sense, [like] subconsciousness and dreams. Dice is such a graphic and surrealistic object so it came into play." The video ends with Rihanna walking away slowly into a dark background.
Natalie Weiner of Billboard thought that the video for the song was one of the 11 best videos ever done by Rihanna and described it as a "fitting flex" for the singer and represents that the sexiness she presented in the visual for her 2013 single, "Pour It Up" "was just the beginning of her pulse-quickening powers. Laura Bradley of Slate magazine described the video as a departure for the both videos for "Work" with regards to her decision to star alone and shot the video only in black-and-white, reasons which ultimately gave the video a different vibe according to her.[ Maeve McDermott of USA Todaydescribed the video as "somewhat" NSFW regarding the language and the partial nudity and concluded by asking, "but would you expect anything less from a Rihanna video?"Vogue's Mackenzie Wagoner wrote, " In every instance, however free her nipple, she manages to look empowered, not vulgar—speaking to an obvious body confidence that, especially in the spotlight, can be hard-won." Further, she called Rihanna "evolved rule-breaking" and wrote that she is not a "factory-bred" sex symbol, but a woman who is fully comfortable with her body i...
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