Creativity

OK Go's 'Obsession' Video Uses 567 Printers and a Whole Load of Paper

Band Collaborates With Paper Brand Double A on Latest Stunning Film

By Alexandra Jardine. Published on Nov 27, 2017

Editor's Pick

From optical illusions in 2014's "The Writing's on the Wall" to groundbreaking interactions of music and technology in 2012's Needing/Getting, OK Go is a band whose videos rarely disappoint. The latest effort, accompanying "Obsession," is again rivetingly original --and if you're a fan of stationery you'll be in heaven.

The video uses 567 printers and a whole heap of paper to create a stunning backdrop for the brand. The intricately choreographed clip was shot in Japan over the course of two years and was a collaboration with paper brand Double A. It was directed by OK Go frontman Damian Kulash, Jr. together with Yusuke Tanaka.

"This song is about how our most intense and complicated emotions are also our simplest and most universal. Obsession is so overwhelming and perplexing, but it's also so binary and basic -- everything's normal and then suddenly it's not," explains Kulash in a statement. "For the video, we wanted that same idea: take the simplest thing and just revel in how powerful and not-simple it really is. And animation is that-- it's just one picture on one piece of paper, then another, and then another, and somehow that progression turns into a whole universe. So we tried to create the physical version of that universe, a room where the walls can change into anything you imagine, but everything is made of just one piece of paper following the last."

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Credits

Date
Nov 27, 2017
Client:
OK Go
Director:
Damian Kulash
Director:
Yusuke Tanaka

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