In this disturbing story directed by Andy Mihov, Dani, lead singer of Bury Tomorrow, faces a fruitless career and soul-crushing routine. As he trudges through his days in a mindless cycle, chaos and darkness threaten to take hold.
We witness his rapidly deteriorating mental state, as he begins feeling his personality and sense of Self being metaphorically cannibalized by both society and his soulless routine.
The colour red begins signifying his rapidly deteriorating mental state - but rather than descending into madness, Dani adapts. As the pressures of society and his overall unhappiness push him to the brink, he lets go of his identity in order to survive. His reflection in the mirror glitches, letting us know that inside his soul and identity have been compromised - devoured and gone.
Although he has found a way to exist in the world the final scenes suggest that he is neither happier, nor has he escaped the mindless of his dark existence...