If you were to look in an urban dictionary under “viral video,” it wouldn’t surprise me one bit if you saw OK Go listed there. Remember the famous treadmill music vid for “Here It Goes Again”? Well, here they go again.
The band’s tech bent is on display with its latest video, set to the band’s new track, “All Is Not Lost.” In a collaboration with renowned dance troupe Pilobilus, the group created an intricate choreography of movement that creates morphing shapes perfectly timed to the band’s song. I’ve heard the word “kaleidoscopic” used to describe this, and it’s spot-on.
But that’s not the coolest part. The band chose Google‘s Chrome and HTML 5 for this (which you’ll need, to make the experience work to its fullest). Inside that browser window, the dancers are set inside even smaller boxed windows, or “video layers,” that move around in their own choreography to create patterns and even spell out messages that you, the viewer, can type in. Basically, each letter in the message is constructed from the dancers’ feet, which explains why the first screen refers to this as a “Video Dance Messenger.” You can craft a short message and copy the resulting URL to send out to other contacts.
As a creative initiative, this is brilliant and an amazing example of a multidisciplinary work that’s fresh and compelling. And yes, it’s also extremely clever viral marketing. (As for the Japanese, the group is using the project as a way to show support to the people of Japan in the wake of the earthquake and tsunami.)
If you’ve got Chrome and want to try it out for yourself, click here. Of course, if you’d rather just view it old-school style (or don’t use Chrome), just hit play on the vid below to see the more basic, stock music video for the song.