OK Go Debuts Latest High-Concept Music Video Exclusively On Facebook (And It Was Shot In Only 4.2 Seconds)

Perhaps more than any other rock band in today’s music industry, OK Go has become synonymous with high-concept and innovative music videos — kicking off with Here It Goes Again roughly a decade ago, in which the band performed quirky treadmill choreography in a single take. Now, on Thanksgiving eve, OK Go has released its latest clip for The One Moment on Facebook — and it has already racked up millions of views in a matter of hours.

The video, sponsored by Morton Salt, features a 4.2-second moment in time — in which the band explodes buckets and balloons full of colored salt and paint among other high-flying feats — slowed down to comprise a four-minute-long clip. The video was created in conjunction with Morton’s #WalkHerWalk campaign, which is inspired by the company’s logo, and which spotlights five different charities that are aiming to empower young people.

Check out the video, which was shot by a team of more than 100 people over the course of two weeks, right here:

“We constructed a moment of total chaos and confusion, and then unraveled that moment, discovering the beauty, wonder, and structure within,” wrote OK Go lead singer and video director Damian Kulash of the clip’s inspiration. Kulash also noted that the video comprises a total of 327 triggered events.

After the release of Here It Goes Again in 2006, OK Go subsequently went viral with I Won’t Let You Down, featuring motorized unicycles and choreographed umbrella dances, which was produced in partnership with Honda. Earlier this year, the band released Upside Down & Inside Out, which takes place inside a free-falling plane. It premiered exclusively on Facebook. The distribution strategy for The One Moment looks to be the same as the video is nowhere to be found on OK Go’s YouTube channel.