Video of the Week #15

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It’s always nice to see how people express their creativity, especially when using such common objects, like a treadmill for instance. Ok Go's video for "Here It Goes Again" shows that special effects aren’t needed to produce a quality piece of work.

The music video of the song - which was arguably responsible for the song's U.S. Top 40 success - is an elaborate performance of the band dancing on treadmills in a single continuous take. Choreographed by Trish Sie and directed by Sie and the band, it took a total of seventeen attempts to complete the video. As in the band's video for "A Million Ways", Tim Nordwind lip-syncs the lead vocals instead of Damian Kulash. The video debuted on YouTube on July 31, 2006 and, as of June 9, 2008, has been viewed over 35 million times making it the 26th most viewed video on the website of all time. Notably, the music video is also the 4th most favorited Youtube video. It premiered on VH1's Top 20 Countdown that same day. OK Go performed the dance routine live at the 2006 MTV Video Music Awards. The music video won the 2007 Grammy Award for Best Short Form Music Video and the 2006 YouTube awards for Most Creative Video.

Written by

Fabio Sasso

I'm a Brazilian product designer based in Oakland, California currently working for Google as a Staff Designer. I am also the founder of Abduzeedo, an award-winning digital publication about design and a personal project that has become the source of inspiration for millions of designers and enthusiasts.

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