Jack White is repeatedly transposed into what appears to be the same room, that nonetheless transforms stylistically with each dizzying camera jerk.

Us, the directing duo consisting of Christopher Barrett and Luke Taylor, have created a brilliant conceptual art piece for White's Over and Over and Over (from the new album Boarding House Reach), where the same space and same camera move is given infinite variety through an ever-changing cast of extras, different colours and props, and the accelerating speed of each move.

All this reflects a track that moves from traditional Jack White territory into somewhere far more experimental.

US:

"The song loosely references the Sisyphus myth. The story of a man who was punished for his self-aggrandizing craftiness and deceitfulness by being forced to roll an immense boulder up a hill only for it to roll down when it nears the top, repeating this action for eternity. This led us to explore the idea of being stuck in a loop. How life begins slow and time seems to go on forever, but before you know it things are going so fast you feel you’ve lost all control. We thought the visual of trying to escape a basement was a great setting for the theme.

"To create this effect we used a robot called the Bolt Camera System. It can travel at over 4 meters per second. The loop begins slow and repeats getting faster and faster until its running at full speed. We also wanted to express this feeling through the different sets, really pushing each loops tone and style conceptually. There are a lot of different meanings behind the sets and props but we would rather leave it open to interpretation.

"Jack was, as you’d expect, incredible when it came to his performances. We struggled to choose takes as they were all so great.

"We would also like to say a massive thanks to everyone involved as it was an incredibly tight turnaround but everyone was just amazing!"