Viral video kings OK Go have a new music video for This Too Shall Pass”. Again, they take a simple idea and push it impressively further than most. OK Go, James Frost, and Syyn Labs created a crazy Rube Goldberg machine (in the manner of The Way Things Go and Honda ‘Cog‘) that integrates with the song’s beats and lyrics, rather than solely providing visuals underneath them.
Looks like the shoot was a ton of fun – the paint-covered nod at the beginning of the video to the number of times they must have run through the whole process is a great touch. There’s a four part making-of series as well.
OK Go: “This Too Shall Pass” RGM Version
Director: James Frost with OK Go & Syyn Labs
Production Company: OK Go Partnership
Producer: Shirley Moyers
Director Of Photography: Dermott Downs
Telecine and Online: The Mill New York