OK Go is back with an enchanting new music video — this time featuring robots.
The band, celebrated for their remarkably imaginative music videos, has returned with another visual feast — and it’s just as astonishing as anticipated. Sixteen years after mesmerizing the online world with their treadmill choreography in “Here It Goes Again,” the group continues to challenge creative limits. From dancing on Honda UNI-CUBs in 2014’s “I Won’t Let You Down” to floating in zero gravity on a plane for 2016’s “Upside Down & Inside Out,” OK Go has consistently transformed the concept of what a music video can be.
Now, they’ve elevated their artistry to an entirely new dimension — with robots.
In their latest release, “Love,” the title track from their new album And the Adjacent Possible, OK Go collaborated with Universal Robots to craft a captivating dance involving humans, machines, and mirrors. The outcome is a visually striking video that merges technology with artistry.
The filming took place in a train station in Budapest and was brought to life through a partnership with creative agency SpecialGuest. It was co-directed by OK Go lead singer Damian Kulash, Aaron Duffy, and Miguel Espada, produced by 1stAveMachine, and featured tech integration by SpecialGuestX.
In a time when the influence of artificial intelligence and robotics in creative realms is fervently discussed, Kulash views this project as a means to enhance human connection through technology. “What I value is the capacity to show an emotion and connect with others,” he mentions in a behind-the-scenes glimpse of the video’s creation. “What’s incredible here is that we’re able to connect with humans in a new manner thanks to the robots. They’re enabling us to achieve something that was simply impossible for humans alone.”
However, realizing that emotional resonance was no easy task. Co-director Miguel Espada noted that it took 39 takes to nail the final output perfectly. “The robots executed flawlessly — the difficulty lay in synchronizing 60 people around them in a single, continuous shot,” he detailed. “It was not only about accuracy; it was about orchestrating a choreography where mirrors, machines, and human movements converged to elicit an emotional response.”
Andrew Geller, Executive Producer of “Love” at 1stAveMachine, echoed this sentiment. “Honestly, we were close to not making it happen. It had to be one take — no exceptions,” he stated. “Thirty industrial robots, all operating in impeccable synchronization, with precise angles leaving no margin for error. If we were even slightly misaligned, the whole sequence would collapse.”
Despite the hurdles, the team succeeded. Geller commended the creative group for breaking new ground: “OK Go and directors Damian Kulash, Aaron Duffy, and Miguel Espada took this creative endeavor to the brink, and witnessing it all come together — against all odds — was nothing short of mesmerizing.”
OK Go’s new album, And the Adjacent Possible, is available now. And if “Love” is a reflection, the band’s distinctive fusion of music, technology, and visual narrative is as impactful as ever.