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OK Go – A Stone Only Rolls Downhill

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You'd have thought the creative brains behind OK Go's ever-innovative music videos would have run out of 'how/why did they do that' concepts, but, as the promo for A Stone Only Rolls Downhill goes to show, they aren't done painstakingly torturing themselves for our pleasure yet.

Co-directed through Park Pictures by Chris Buongiorno and frontman Damian Kulash, the music video is an aesthetically pleasing mosaic of iPhone-captured imagery that, when displayed on a neat grid of devices, makes for a kaleidoscope of ideas. So far, so easy to augment with VFX, yeah?

Well, no. Don't forget that this is OK Go we're talking about - the band that taught a pack of well-trained dogs to dance for their dinner (well treats), an constructed the Rube Goldberg machine that even its namesake would find excessive - so 'faking it' isn't a possibility.

OK Go – PMI Behind the Scenes The OK Go Project "A Stone Only Rolls Downhill"

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As documented in the enjoyable, PMI-sponsored branded content BTS [above], Kulash and co instead perform the feat in as few takes as possible, in what is clearly a labour of love.

"We invested all this time and effort into this," explains Kulash, "so that you could have three minutes of wow in your day and a real sense of joy about other humans in the world.

"That's a very precious commodity now."

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