OK GO — UPSIDE DOWN & INSIDE OUT #GRAVITYSJUSTAHABIT
Gold Eurobest
Demo Film
Film
Title
OK GO — UPSIDE DOWN & INSIDE OUT #GRAVITYSJUSTAHABIT
Brand
S7 AIRLINES
Product/Service
S7 AIRLINES
Category
A12. Achievement in Production
Entrant
TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation
TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation 2
OK GO New York, USA
Media Placement
TUTKOVBUDKOV Volgograd, RUSSIA
Media Placement 2
OK GO New York, USA
Production
TUTKOVBUDKOV Volgograd, RUSSIA
Production 2
OK GO New York, USA
Production 3
PROFILM Moscow, RUSSIA
Production 4
BOB INDUSTRIES Santa Monica, USA
Credits
Name
Company
Position
Dmitry Tutkov
TutkovBudkov
Creative Director
Oleg Barinboim
TutkovBudkov
Copywriter
Sergey Polyakov
TutkovBudkov
Account Manager
Damian Kulash
OK GO
Director
Brief Explanation
S7 Airlines is a brand with the mission to inspire people to chase their dreams, and to provide them the means to do so. OK GO is a band with the most improbable dreams.
Together, they proceeded with a lyric from the band's latest single, “Gravity is just a habit”, as the motto for their ambitious branded content music video that was shot entirely in zero gravity aboard a reduced gravity aircraft.
The airplane was made to resemble an actual S7 commercial flight where the band members were able to break every law of physics to realise their dream: break the old habit of gravity. They achieve this with the help of S7 air hostesses who launch the band's lead singer, Damian Kulash, into a series of spins, with the video culminating in a wild party of exploding air balloons filled with paint.
Results
The video was shot entirely in zero gravity aboard a reduced gravity airplane.
The production had to achieve stabilisation, smooth camera movement, and well-being of talent/crew throughout 21 flights, i.e. over ~600 2g periods, 2 hours of zero gravity, and a total of 42 hours of flying.
Initially the crew wanted to use tracks for camera motion, but discarded the idea since the choreography was centered around the main aisle of the plane and placing tracks there could have hurt the actors if they fell on them. As a result, a telescopic crane construction was used. However, the standard crane grip was not enough to stabilize the camera in zero gravity, and that's why additional custom stablization grip was built mid-production.
The number of days for production was limited, so the crew had to perform two flights a day cleaning set and recycling props in 30 minutes in-between.