Ok Go is certainly one of the most likeable bands around. Whether or not their music is memorable, there’s no denying that it’s catchy and pleasant at the very least. But what the band really excels at, something they have truly perfected, is the art of making music videos.
Their music-video catalogue – which has featured creative innovations such as drone footage of synchronised umbrella dancing, dancing on treadmills, zero gravity, or the world’s shortest video, shot in 4.2 seconds – is something to boast of. And their newest video (above) suitably tops off that list.
The music video for Obsession features the band, 567 printers, presumably a ton of ink cartridges, and a lot of paper. “What you’re about to see is real,” the band clearly states at the beginning, before reassuring their viewers that all the paper in the video has been recycled, and the proceeds donated to Greenpeace.
What comes next is completely unprecedented – like all their videos – and can be best described as a wall of printers “printing” colourful kaleidoscopic patterns, accompanied by some equally eccentric choreography involving from the band members with stop-motion imagery. It’s best watched rather than described.
The video was made in collaboration with Double A, a paper company, and was conceived and designed by the renowned digital artist Daito Manabe. It was filmed over five days in Japan, and, astonishingly, without a single instance of a paper-jam.