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".
Staff Reporter
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