Here It Goes Again? OK Go Tries for Another High-Concept, Low-Budget Tricked-Out Viral Video

Seven or eight years ago (!!! -- time has flown), OK GO secretly (they didn't tell their record label) conceived, produced, shot and released their famous "OK GO on Treadmills" video for their power pop song, "Here It Goes Again."

Via Moe Lane, they try to catch that lightning in a bottle for a second time, this time for a video tricked out with optical illusions, forced-perspective shots, and other sorts of Benny Hill-style for the eye.

Exit question: Did they top "Here It Goes Again"?

Exit answer: No, that's impossible. But it's a game effort.

But they did this in one shot, too, and that's a bigger deal than in the first video, because the camera is almost constantly moving in this one, and the trick shots rely on specific camera angles.

By the way, sometimes they rush the reveal on illusions and you don't even clearly see it is an optical illusion unless you're watching closely. For example, the "clinging to an I-beam" illusion at 2:43 looks like he's just, well, clinging to an I-beam, until you really focus on that floor.

Inside Dope: Tattoo de Plane says her husband was a co-director on the video, and it is all one continuous shot. They shot sixty one takes. (But I imagine many of those ended quickly due to an early flub -- they wouldn't bother keeping going when they know they've blown the whole sequence in the first half-minute.)

This is Take "thirtysomething" out of 61.

Corrected: No, they were getting incomplete takes until their thirty-somethingth take. At that point they began getting all the way through the song, but imperfectly.

The finished video is actually Take 61.

The old "Here It Goes Again" video:

Via @BrianFaughnan and @moelane.

Here's Their Rube Goldberg Video:

posted by Ace at 06:48 PM

| Access Comments