OK Go's 'Pass' Is Another Viral Triumph
By PopEater Staff Posted Mar 5th 2010 07:38AM
Further securing their undeclared status as the kings of viral music videos, OK Go have done it again with their spectacular one-take, single-shot video for 'This Too Shall Pass.' In the 4-minute clip, the camera follows a massive Rube Goldberg machine as dominoes, bowling balls and anything that could knock something else over form a chain reaction, ultimately leading to paint cannons blasting the four band members in the final seconds. It's a masterpiece of planning, design and creativity that took more than a month to set up, and in just five days online, the video has had more than 3 million views on YouTube. The video, and how they did it, after the jump >>>
For the video, OK Go enlisted the help of Synn Labs to build the monstrous contraption. As Adam Sadowsky, president of Synn Labs, explained to Wired.com, "a Rube Goldberg machine is in its essence a trial-and-error thing."
For it to work, every action and reaction needs to be precise for the full range of events to occur. That, Sadowsky says, is the most trying and time consuming part. "It took about a month and a half of very intense work, with people on-site all the time," Sadowsky said. About 60 people worked on building the machine.
For 'Pass,' singer Damian Kulash says the band essentially "wanted to make a video where essentially we have a giant machine that we dance with." Gentlemen, mission accomplished. Watch the band's four-part making-of video series:
This isn't the first time that OK Go has dabbled in Web infamy. Their equally intriguing video for 'Here It Goes Again' featured the four members of the band doing a synchronized dance routine on treadmills, hopping back and forth in a seamless fashion.
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