"Damian Kulash, guitarist and lead singer of the rock band OK Go, is also kind of a creative director. His band has become world famous for its inventive, elaborate, and absurdly complicated music videos, including its breakout dance video made on synchronized treadmills, a stop-motion video shot over the course of 21 hours, and another that was made up of 64 films playing simultaneously on 64 iPhones. By the band's own tally, its videos have been viewed 11 billion times."
""Once you get an idea, you have a 'sandbox,' you called it, and that resonates with me because I often call ideas 'buckets,'" Lieberman said. "It's not an idea that's fully formed, it's more of a notion or a direction of an idea in the form of a space that can be filled with even more thinking and . . . hopefully from even more people.""
Damian Kulash, guitarist and lead singer of OK Go, functions as the band's creative director and drives the creation of highly inventive, elaborate music videos. The band produces complex visual projects—such as synchronized-treadmill choreography, a 21-hour stop-motion shoot, and 64 simultaneous iPhone films—that have accumulated billions of views. Creative work centers on playful exploration within open-ended 'sandboxes' that establish direction rather than finished concepts. Ideas serve as buckets or spaces that multiple collaborators can fill and improve. The approach emphasizes discovery, experimentation, and collective contribution to make projects better.
Read at Fast Company
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