The video starts light and airy, with naive imagery. The colours are deliberately bright and the focus clear, apart from the mist, a hint of what's to come.

I wanted the viewer/listener to be invested in the traditional images of a knight in shining armour, so that there was an element of surprise when the imagery got darker and the true meaning of the knight emerged.

The lady was deliberately not drawn as a beautiful fairy type character, which was my initial thought. Addiction can hit anybody and at any age, and there are many different types of addiction. So, I drew her with grey hair, rounded body shape, as and far as I could, a neutral skin tone. In my head she is 'every woman'.

I chose the apple as the drug, for the obvious overtones of the fall of Eve, but also, an apple is such an innocuous looking drug. The danger is hidden, as in the poisoned apple in fairy tales. How can a simple apple cause any harm? The apple was placed on the end of the lance to represent the fact that the power behind the drugs is often in the hands of people far removed from the pushers and the addicts, their hands are metaphorically clean.

The forest glade image starts off quite magical with bright colours and pretty flowers, hummingbirds and sparkling water, and as a little aside, 2 different types of magic mushroom.

The first indication that everything is not quite normal is when she bites into the apple, her high allows her to transform into how she would like herself to be. Beautiful, colourful and vivid.

At this point in the story, the colours start to get desaturated, and the overall tone gets darker.

The knight is now riding through swamps rather than forests, and the lady flickers into a more sinister version of herself, representing her growing addiction. At her second bite of the apple, the high does not happen, she moves into black and white and shades of grey.

The final scene is set in winter, and night time. There are the thorny brambles representing how easy it is to become ensnared in this world. The lady flickers in and out of being a monster, before settling in the form of a monster, something dark and earthy, to contrast with the light and airy scenes from earlier.

I had a real battle with myself at this point. I wanted to leave the story with a sense of hope. I wanted the monster/lady to fight back to retain some of her humanity, because that is how I had wanted my story to end. But it didn't, neither does the song give us that narrative, and so after a lot of internal wrangling, I decided to leave the final image as many monsters all taking apples from the tree. So many people never get to step away from their addiction.