MGMT 'When You Die' by Mike Burakoff & Hallie Cooper-Novack

MGMT 'When You Die' by Mike Burakoff & Hallie Cooper-Novack
  • By David Knight
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Alex Karpovsky (from Girls) is a bad magician in the new MGMT video, hated by his meagre audience for his terrible tricks. And he's stuck in a Groundhog Day-style loop. Maybe he's dreaming - or dying? Because then the world changes, with new hidden, and frankly horrible depths, as he falls onto the operating table surrounded by surgeons.

Mike Burakoff and Hallie Cooper-Novack's video for When You Die employs custom-built software Glooby to create the hallucinogenic, nightmarish transformations of the real world into something infinitely varied. A world made of flowers, or the blue Cheerios he eats for breakfast, or a Grand Canyon composed of leering faces, and then skulls. It's a version of 'style transfer', a technique created in the AI community to apply textures and tones from one image to another, and went overground this year, with a Facebook app.

Tech site The Verge says style transfer is now a little bit passé, but this video makes it "look fresh once more." For the rest of us, who have no idea what style transfer is, it's amazing, weird, and just a bit creepy. Perfect for MGMT.

Credits

Director
Mike Burakoff
Director
Hallie Cooper-Novack
Producer
Lucia Pier
Producer
Jamie Dutcher
Production Company
King Drippa
Production Company
Daughter & Sons
Executive Producer
Adam Kurland
Executive Producer
Matt Wyatt
Director of Photography
Steven Breckon
VFX Supervisor
Jamie Dutcher
Editor
Max Goldblatt
Titles
Benjy Brooke
Cast
Alex Karpovsky

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