Ahead of Thanksgiving, indie band OK Go have partnered with consumer packaged goods firm Morton Salt to launch a time-bending Facebook music video … filmed in just 4.2 seconds.
The band are well-know for their offbeat music videos, which are often highly choreographed and play wiith the format in usual ways, such as performing on treadmills or in zero-gravity.
The latest video, “The One Moment” was shot in 4.2 seconds and has been massively slowed down, to stretch over the entire song which is over 4 minutes long.
All the elements in that music video (exploding guitars, water balloons, paint everywhere) took a mere four seconds in real time.
According to OK Go singer Damian Kulash, Jr., there are 325 events unfolding in those few seconds.
The video also doubles as an ad for Morton Salt’s “Walk Her Walk” campaign, a movement that aims to inspire positive change.
Morton Salt to create an interactive version of the video that has a slightly higher purpose than supporting a song. That clip, available at MortonSalt.com/WalkHerWalk, salutes several people spearheading initiatives to help others. It ties back to the video, and the song — the message is “a lot can happen in a moment.” So, the band seems to be saying, do something interesting with yours.
The band’s official YouTube channel has racked up more than 234 million views since its launch, but interestingly the band decided to use Facebook as the exclusive launch platform for its latest video.
This isn’t the first time Ok Go’s music video talents have been leveraged for unusual marketing strategies. In 2015, the band did a music video ad for Chinese furniture company Red Star Macalline, and have collaborated over the years with Google, Samsung and Russian S7 airlines.