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Jake Bickerton's Blog Add your comment
 

Ok Go - This Too Shall Pass

10 March 2010
Not content with notching up over 50 million YouTube views for their one-shot 'treadmill' video for 2007 single Here It Goes Again, OK Go have made two outstanding one-shot promos for their current single This Too Shall Pass.

The first attempt, made by California's Bonfire Films and released last month, saw the band perform a well-timed single-take live version of the track as an ever-expanding marching band, and was suitably impressive.

But the second one, which went up on YouTube at the start of March, is truly phenomenal...



Built around an incredibly complex series of Rube Goldberg Machines, constructed by LA's Syyn Labs, it's a more rough and ready but even more extraordinary take on the type of thing made famous in the Honda Cog spot and the ace kid's game Mousetrap.

"The requirements were it had to be interesting, not overbuilt or too technology-heavy, and easy to follow," says Syyn Labs.

"The machine also had to be built on a shoestring budget, synchronise with beats and lyrics in the music and end on time over a three and a half minute song, play a part of the song, and be filmed in one shot. To make things more challenging still, the space chosen was divided into two floors and the machine would use both."

The Mill New York did the grade on the promo and also worked on "online touches, helping synergise the fun".
 
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Paul Bodley
Paul Bodley  | March 11, 2010
Another stunning example of a one-shot video capturing the excitement of the actually shoot. In addition this, like Treadmill before it, is a piece of video which commands the hits as it invites the viewer to see something different on re-viewing. In the case of Treadmill over and over again, but due to the increased level of complexity in this video it surely means the number of hits will increase, right?!
On a personal note, it’s also highly likely to make me approach my next paintball adventure with the same level of humour fuelled contempt I have for gym equipment. Thanks entirely to the video Treadmill, I was banned from all Fitness Firsts nationwide, for life. Thanks a lot OK Go. No, really!
 
Jake Bickerton
Jake Bickerton  | March 11, 2010
The aim was certainly to do that, but my understanding is it (perhaps unsurprisingly) required some post production work to, ahem, "help synergise the fun".
 
lewis kite
lewis kite  | March 11, 2010
Amazing video, wonder if they did it all in one take?
 
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