If anything deserves to break the Internet, it's OK Go's new music video for the song "Upside Down & Inside Out."
Released Thursday and shot in a zero-gravity environment on an airplane, the video has already generated more than 26 million views on Facebook. One viewing is enough to prompt an important question: when was the last time your team took a big risk to do something truly original? There's really nothing else on Earth (or in the sky) that looks quite like OK Go's kaleidoscopic blend of sound, color, and audaciously original performance art. (It's also fitting that on the same day physicists published evidence of gravitational waves--the last unproven prediction from Einstein's Theory of Relativity--OK Go released a music video in which gravity doesn't exist.)
Here are three takeaways from OK Go's "Upside Down & Inside Out" to inspire your next big idea:
1. Try something that's really never been done before.
While the 1995 film Apollo 13 did shoot a number of scenes in a zero gravity environment to create a realistic depiction of weightlessness, no band has ever used this technique to shoot a music video. By choreographing several complicated stunts and dance routines that take place while the band is literally floating in mid-air, OK Go produced something that unique. The lesson? Anyone who tells you it's impossible to create something new in this world just isn't thinking big enough.
2. Brew some chaos into your work.
Despite meticulously planning out every second of the video in a way that rivals the coordination of synchronized swimming, OK Go also left room for plenty of unpredictable elements. Flying objects like exploding balloons that spew paint in all directions counterbalance the methodical, routine-like feel of the video. The chaotic nature of the second half of the video makes it clear that improvisation played a significant part in making the performance unforgettable.
3. Embrace discomfort.
As you might have guessed, creating a music video while an airplane performs "parabolic maneuvers" does a number on the stomach. "A lot of our crew got sick," the band explains on its website, adding that during the 21 total flights required for the shoot, people vomited 58 times. "Luckily, this was a group of very committed adventurers, so we all soldiered through and eventually got accustomed to the crazy sensations." Sometimes, creating quality work requires taking yourself out of your comfort zone--literally.
One of the ironic consequences of "Upside Down & Inside Out" is how tame it makes the band's popular 2009 video "Here it Goes Again," look, especially considering how innovative the elaborate dance moves on treadmills looked at the time. Now, the question raised by the band's latest video is, how are they ever going to top this?
To watch the video on the band's Facebook page, click here.