Grammy Award-winning rock outfit OK Go have dropped off another innovative music video for their latest single, “Obsession.” Directed by OK Go frontman Damian Kulash, Jr. and Yusuke Tanaka, with the support of the leading global paper brand, Double A, the precisely choreographed visuals apparently took two years to complete and was shot entirely in Japan using 567 printers and a staggering amount of paper. In a press release, OK Go’s Damian Kulash explains:
“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,” shared Kulash, Jr. “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.”
As with most of their visual works, OK Go’s latest pieces were recently recognized with a ground-breaking seven awards at the Cannes Lions International Festival of Creativity this year. Revisit some of their previous visual gems on our site, while the song itself can be found on their latest album, Hungry Ghosts available now on Apple Music.