This video is for the new OK Go song “This Too Shall pass”. The band is well known for producing highly original and immaculately choreographed videos and this is their latest gem. It is based on a ‘Rube Goldberg‘ style system of ludicrously complex and convoluted action sequences similar to the award winning Honda advert and, to a lesser extent, the wake-up machine sequence in Wallace and Grommit.
This is perhaps a bit off-topic and, as it appears to be doing the rounds on a number of sites, it kind of breaks my rules about the content I choose to post on here. However, I thought it warranted inclusion because of the incredible visual thinking and design work that must have gone into its conception. You have to be amazed by the imagination, planning, patience, choreography and execution on show here. As a viewer you are transfixed by each and every stage of the sequence and whilst the song is fairly incidental, the video commands your attention for the entire duration. To achieve maximum engagement with the viewer is an objective we should all be striving for in every communication or piece of information design.