‘Heart Attack’ director Chris Applebaum told MTV that Demi did something that he’s only seen Celine Dion do before her: sing live: ‘I do also want to note that in 20 years of directing music videos, I have seen every single artist lip-sync to their video with the exception of two people. One was Celine Dion, who said, ‘If you don’t do that, you sing so that people can see your throat move and people can feel the emotion.’ And two, it was Demi Lovato. Demi is the real deal. People felt it when they were around her.
Her performance is very interesting. I’ve worked with some of the biggest artists in the world, multiple times, and Demi is a really unique performer. She’s extremely emotional. She’s extremely complicated, wonderful, amazing, beautiful girl with a huge heart and conflicts within herself that she’s dealing with very openly. And I feel like her performances are the visual equivalent of taking all of that, throwing it into a can of soda and shaking it up so that when you pull the top everything kind of explodes.
The song is about this kind of duality that Demi faces. She’s singing about really wanting to fall in love. But then also really wanting to make sure she holds herself back a little bit, so she doesn’t get hurt. She constantly is singing about this duality throughout the song. It’s like a push and pull where we tried to metaphorically represent those two sides by having two metaphorically different sides of Demi,” he explained about the visual.
There’s the angelic white. First you see Demi pictured in this more angelic white performance where these darker black elements start creeping into the frame almost ready to take over her. And then you also see her, the polar opposite, a black set-up where there’s some white or good, I don’t want to say good or evil, or good or bad, there’s just sort of these opposites. You see her in this black environment where these forces of white, the opposite, are still present and creeping in.’
For her, it’s a basic performance video; it’s classic Demi. Like, people want to see their artists; they want to see performances. Demi, we really tapped into those things that are unique about her, and unique about her as a performer to propel her viewers and her fans into the emotional core of the song.’