Ok Go, a band that takes music video-making very seriously, has just released a mind-bending new video for their latest single "The Writing's on the Wall," and it's nothing short of amazing.
The video is directed by frontman Damian Kulash, Aaron Duffy, and Bob Partington. It shot in what looks like a warehouse and features the band with trippy optical illusions. It could be dizzying at times with all the camera tilts and turns, but you'll most likely watch it over and over again just to see how awesome it is.
The video took three weeks to assemble and 50 takes to finally get right, reported Rolling Stone.
"It was important to me that we didn't add a layer of meaning that's not already there," Kulash told the magazine. "We wanted to be able to have messages in there, but I didn't want them going throughout the entire song in way that would make you feel like you were reading the whole time."
Ok Go--made up of Kulash, Andy Ross, Tim Nordwind, Dan Konopka, and Andy Duncan--rose to online fame in 2006 after releasing a video for their song "Here it Goes Again," where the band members perform impressive moves while on treadmills. This was during the time when the word "viral" was unknown, and still had nothing to do with Tweets and Facebook shares.
More videos soon followed--some of the most notable ones include "This Too Shall Pass," which features a machine designed by the band and Syyn Labs; and "A Million Ways," which showcases the group's amazing dance moves.
"We don't view [music videos] as promotional materials for the 'real' thing, the song," Kulash told TIME in an interview last year. "To us the song is the real thing when you're listening to the song and the music video is the real thing when you're watching the music video."
"The Writing's on the Wall" is off the album "Hungry Ghosts."
Join the Conversation