The story the video tells
The trend borrows the idea of the marigold bridge from the film: a path of cempasúchil petals that the dead cross to visit the living on Día de Muertos. In the video the person walks forward, stops, and crouches as if to touch the flowers. They lift a handful of glowing petals in cupped hands and smile down at them.
After a short beat of black, the video ends on a golden frame filled with marigolds, candles, lanterns and orange butterflies, holding the original photograph. The pause and the frame are what make the video feel like an offering rather than a clip.