According to a July 2019 article in Rolling Stone magazine, Brittany Howard sent an email to Terry Crews explaining this music video's concept and asking him to star in it: "I got an email from the Brittany Howard, asking me to be a part of a song she wrote that was all about her dad and how special he was to the family. And she poured her heart out in this letter. I couldn't believe it. Brittany was like, 'We can shoot it in L.A.,' and I said, 'No, I'm coming to you, we're going to Alabama. We're going to where you grew up, to where your family is.'" The video was filmed in Athens and Decatur, Alabama.
