The music video for "Gimme More" was filmed at the end of July 2007 at a warehouse in downtown Los Angeles, California. It was directed by Jake Sarfaty, who was handpicked by Spears. According to People, the production was Spears's "concept and vision". Despite this, according to Mikal Sky, who worked as the makeup artist for the video, Spears "sabotaged the director by refusing to perform and follow the script" for unknown reasons. During filming, Spears was spotted wearing a short black dress, black boots and a black hat. On September 13, 2007, it was reported by The New York Times that the music video was being "tweaked with input from her advisers" since "the gritty, stripper-themed clip ... may jolt fans who are more accustomed to the slick, tightly choreographed videos that made her an MTV staple".
An alternative version of the video leaked online on July 18, 2011, and included new scenes, which featured Spears strutting down the street in a black outfit and laying down in a zebra-print bed with a cat. The scenes of blonde Spears were cut. Becky Bain of Idolator said that "Neither the deleted nor added parts add or subtract anything from the experience. This video was kind of doomed no matter how it was edited together."
The music video premiered exclusively in the iTunes Store on October 5, 2007 and in all other outlets, including TRL on October 8, 2007, and on BET's 106 & Park on November 13, 2007.
On September 9, 2007, Spears performed "Gimme More" at the MTV Video Music Awards at the Palms Casino in Las Vegas. It was expected that this performance would be the return of the singer to the big stage, but it turned out to be unsuccessful. Spears looked extremely unprofessional - not always got into the soundtrack and in the dance lagged behind the choreographic support group. But nevertheless, it was this speech by Britney Spears that upgraded the VMA 2007 ratings to incredible heights, considering that this show has been losing them in recent years.
The producer of the single was Nate "Danja" Hills.