OK Go videos bum me out, because none of the band looks like they’re enjoying themselves, the music is generic and awful, and the gimmicks don’t service the video, the video services the gimmick. The latest one is just a series of optical illusions in a warehouse, with no aesthetic beyond “optical illusions in a warehouse”. It’s technically very impressive, but that doesn’t make it entertaining.
This Hot Chip video from six years ago is also basically “optical illusions in a warehouse,” but the effects are conceptually related, the garish, cartoony color scheme supports the comic book villian theme, and the editing is exaggerated, kinetic, and funny.
The story Hot Chip’s video tells isn’t narratively strong, but there is a concept underlying all of the choices they made in terms of costuming, effects, and the performance that every OK Go video seems to lack. Executing dozens of visual tricks in a single take is great on the surface, but there’s little soul.