OK Go's latest epic, co-directed by the band's Damian Kulash, Jr. and Yusuke Tanaka, applies the mosaic technique used so effectively at sporting events worldwide and, indeed, in the band's previous Japanese-made video. But here the human element is replaced by a football stands-worth of printers.
Not for the first time, it's a visual tour de force, with some real jawdropping moments as, somehow, the makers have orchestrated 567 printers to all work properly at the same time, again and again. In this the band collaborated with paper manufacturers Double A, who have commented that it took five days to shoot, after two weeks rehearsals.
One change from the OK Go norm here is that it's not a one-take video: it employs stop motion animation, and different set-ups. And of course, it used a great deal of paper, which is something for the internet to get steamed up about, even though the paper used was recycled and the proceeds donated to Greenpeace.
But in another respect, it really has broken the internet - or at least YouTube. All that coloured paper shot on 4K has been too much for YouTube's usual HD compression. The band recommends watching on either 1440p or 2160p quality to properly view the visual.
Obsession features on OK Go's last album, 2014's Hungry Ghosts. Full credits here: