Seems like she wasn't sure what direction she wanted to go in, like it's a cross between her professional video's and the one's she used to make by herself.
I would have made it more jumbled and darker. There are a few drawn out clips that are just a bit dull and although I actually liked the fire scenes they seemed a bit shoved in at the end, I would have had more of that.
I liked it all up until that really tacky looking fire bit
Who ever thought that looked good?
Also Lana needs better love interests coz both guys are gross
My intial reaction is that she really wants to drift away from the Born To Die image she has into a more rock-alternative direction.
The song itself is also way closer to AKA - Lizzy Grant than BTD, which I like.