OK Go, are well on their way to being the most often featured group on the the DPV (definitely this year), yet this particular video is perhaps their most psychedelic so far. Like always the group takes one principle, experiments with it, then stretches it to unimaginable levels. Here they do this with wall paintings, painted clothes, mirrors and other physical objects.
“The video was planned about two months before the set was built using computer mock-ups to explore ideas. The warehouse set was located in Bedford–Stuyvesant, Brooklyn, where the band lived during the setup and filming of the video. It took about three weeks to assemble the set with the help of about 50 other people, including Kulash’s father; the same crew also helped during the filming and resetting of the course between takes. During testing, they found that some concepts required fine tuning, such as positioning an apparent pile of junk as to resemble band member Tim Nordwind’s face at the right angle without losing the fact that the junk was still made from common household objects. Further, Nordwind had shaved off half his beard to achieve an effect involving a mirror worn on his face, allowing him to appear as two different people.
The concept of the one-shot was considered critical to the video as it provided immersion for the viewer in the unfolding of the video, making them more interested in the song. Nordwind considered this video to be the band’s most difficult to film because of their involvement, including manning the camera and performing nine costume changes. The film was arranged to put most of these complicated shots where mistakes would be made at the front of the video to reduce the amount of time to reset the warehouse for subsequent takes. They had anticipated having 2 or 3 days in early June 2014 to run through multiple takes of the video, but production difficulties left them with under nine hours to complete as many takes as they could. They made about 60 attempts at the single take, working into the morning hours, and completed the full run 18 times. The final video is a take performed in the midpoint of the filming process.“