The clip is associated with Outlast, the first-person survival horror game released in 2013 by Red Barrels, set inside a remote psychiatric hospital investigated by a journalist. Lines like this fit the game's focus on hiding and fleeing rather than fighting enemies. The audio later circulated outside the game on soundboards and in meme edits, where the search phrase dont look at me meme helped it spread as a reaction sound. It remains used because the panic is instantly readable even without the original scene or context.