A lot can happen in 4.2 seconds – including an entire OK Go music video.
The rock band from Chicago, known for testing boundaries when it comes to their hit music videos, collaborated with Morton Salt to create yet another stunning scene.
The video starts with a dramatic shot of exploding Morton Salt containers and water balloons, splattering paint, shattering guitars and brief glimpses of the band. The entire scene unfolds in less than 5 seconds.
“What you just saw was real,” a message on the screen reads. “And it took 4.2 seconds.”
It then goes on to show the footage in slow motion, revealing a perfectly timed music video, each explosion in sync with the band’s song “The One Moment.”
The video is part of Morton Salt’s “Walk Her Walk” campaign, what the company considers “a call to action for people to step up and become a force for good.”
"The song ‘The One Moment’ is about those moments in life when you are most alive, the moments that truly matter, the moments when everything changes. It’s the perfect song for Morton’s message about stepping up and making a difference,” Damian Kulash, OK Go's lead singer and director of the video, said in a statement. “We shot the video in a single moment to bring this feeling to life. We want to show that a single moment can contain so much wonder, so much beauty, and so much change. We hope it helps inspire people to use their moments wisely."
The video features more than 325 choreographed moments, according to the band. Each moment was shot in varying slow motion speeds.
The video kicks off Morton Salt’s first-ever “Masterbrand campaign” in the company’s 168-year history.
“Without a doubt, the Morton name is synonymous with salt,” Christian Herrmann, CEO of Morton Salt, Inc., said in a statement. “But there is more to our story. Our next chapter is inspired by the unstoppable spirit of the Morton Salt Girl. She is a symbol of drive. Of endurance. Of acting regardless of obstacles. We want to embody her spirit to make a real, tangible difference in people’s lives in more ways than ever before.”