CHAPTER 4Just Press Record and Do It


OK Go—Here It Goes Again

Viral video is about raw, unfiltered experience, so don’t dress it up.

Every edit and camera move filters our experience and makes us feel more like we’re watching a TV and less like we’re actually there. You want us to feel like we’re right there and that there are no barriers between us and what happened. As Trish Sie, the Grammy-winning choreographer behind several of OK Go’s hit viral videos, has said, “[You] want to stick to that original feeling of: if you were in the room, this is what it really looked like.”

It’s no accident that many of the biggest viral videos of all time ...

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