The kind of video that you see once and the next time you say “yeah, cool. already saw it”; and you’re never gonna see it again: IT’S TOO DAMN DEMANDING!

Although it has brilliant scene transitions, it does not have a beginning or an end: the singer, is, all the time, singing, playing and doing things on this cart, in the same 50m of alley in NY, in fact we have scenes of 2 or 3 seconds tops.

You may think that the guy who managed editing went through hell to fix the whole video, but it actually hasn’t: the director (who has directed funny and eccentric videos from Junior Senior’s “Move Your Feet” to Pulp’s “A Little Soul”) had already cut the song up into its specific chunks and they shot each specific chunk separately.
So, as every shot was gathered, he slammed it into the laptop, and the editor put them next to each other right there in the alleyway. Pretty easy right? I don’t think so.

I find myself really tired from the sight of this video more than 3 times: 3 minutes and you don’t know what happens, neverending movement, change of items and so on; if this was the purpose, very well done Mr Garth Jennings.

We have a couple of curiosities about this video: the hole video was shot during an epic rainstorm in new york, and you can’t actually tell; the other ones is that the coloured and fluorescent tape you see is not pointless, but it the art departement tape that they used to define the framing.

Here’s the link to an alternative video the director put together to explain the idea to the band.