Archives for posts with tag: gravity defying

Just when we thought the golden age of music videos has passed and true innovation was practically impossible, enter Los Angeles-based pop/rock band OK Go, who have made a reputation for music video ingenuity again and again. Their latest two videos, “Upside Down & Inside Out” and “The One Moment” (both released within about the past 13 months) continue to push boundaries. The former is a gravity-defying feat via what is referred to as parabolic flight. Without knowing the context, one would think it was an exercise in CGI and green screen trickery. But what makes this gem of a music video so special is the fact that the video was shot in a single, 45 minute take. Then non-micro-gravity portions were simply edited out, for a seamless looking weightless romp to the song’s three-minute length. The latter, “The One Moment”, is touted with the distinct honor of “the shortest amount ever filmed for a music video.” The video uses just 4.2 seconds of footage, stretched out to the song’s full-length by slowing down portions by some 20,000 percent. Sounds pretty straightforward, but rest assured the logistics behind this were meticulously orchestrated by some super creative minds. OK Go is diligent about offering a behind the scenes look at these mini masterpieces, which just bolsters our assertion that some folks simply use more of their creative potential than others. We cannot even begin to wrap our minds around how one would even dream up these concepts, let alone bring them to life. But we’re certainly glad these guys did. In a single word: inspiring. Now watch the videos… okay, go!

Via okgo.net

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Though recent weather patterns may suggest otherwise, summer is merely a fleeting memory, with that autumn feeling fast approaching. We recently stumbled upon the phenomenal work of Madrid-based studio Serial Cut, and more particularly a video they created for fashion/style giant DIESEL (who we are also especially fond of), that harkens back to those sultry summer days in the not so distant past. Showcasing their Spring/Summer collection, DIESEL commissioned Serial Cut to create this glossy, gravity defying promo loop, Melting Props, to display in store windows. We often find ourselves in awe of really well executed 3D/CGI work (here and here and here)… and Serial Cut’s work is among the best we’ve seen. In their own words: “A digital celebration of summer featuring pieces from this collection, including footwear, sunglasses, and bags, all inhabiting a glossy landscape. An ice cream cone, surfboard, and basketball all melt and dripping in the heat, encapsulated in a candy coating that shimmers through a rainbow of blues, greens, and pinks, with movements emphasizing the suspension of natural law as texture. Get into a surreal summer immersion, where gravity is merely a suggestion!”

Via serialcut.com

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