American band OK Go are known for their over-the-top, inventive and impressively choreographed music videos.
Returning after a year-long break, they’re back with a new single, ‘Obsession’, and an accompanying video that is every bit as dazzling as you’d come to expect from the group.
The real stars of the video are 567 desktop printers, which have been captured using stop-motion imagery and very precise choreography, churning out tons of colourful paper by Thai paper manufacturer Double A.
The clip, which sees an ever-changing backdrop created behind the band, has been described as the ‘world’s first paper mapping’ project.
We just have one question: how did they manage not to get any paper jams?!
‘New, unique and very exciting, the technique allows OK Go to have fun experimenting with movements,’ Double A said.
‘The band even spent two weeks in Japan where the shooting took place to help develop and test the system to ensure everything functioned perfectly. They also had to rehearse their dance moves for the video – which they had to perform in front of 567 printers and countless piles of paper.’
The video, which was created by Tokyo-based creative studio SIX, was directed by the band’s lead singer Damian Kulash, Jr and Japanese director Yusuke Tanaka.
‘Obsession’ originally featured on OK Go’s last album Hungry Ghosts, which was released in 2014.
For anyone thinking about the poor trees, all the paper used during the shoot was recycled and a donation has been made to Greenpeace.