The men behind OK Go are known for releasing music videos that make a statement. "Here It Goes Again" featured a mind-boggling one-cut treadmill dance, while "This Too Shall Pass" had a Rube Goldberg machine.
The band's latest effort, "The Writing's On the Wall," is another one-take affair, a series of optical illusions inspired by artists like Felice Varini and Dan Tobin-Smith.
"Getting people to not overlook or discount the music can be a challenge," he said. "When the treadmill video broke we suddenly were a much bigger band than we were the month before, but we also knew that now people were gonna see us as a kind of a one-hit stunt band."
"We could go in two directions: We could either try to out-cool it -- try to out-run it like Radiohead did with 'Creep' -- or just embrace it and go, OK, what really worked here," he added.