A shot from OK Go’s “The Writing’s On The Will” video, left and Apple’s “Perspectives” video, right.
In the video “Perspective” used by Apple to kick off its event unveiling the iPhone 6 and Apple Watch earlier this week, the company encourages people to “see things differently.” But the band OK Go — known for its colorful, quirky (I can use that word whenever I want, legally) music videos — says Apple saw things pretty much exactly the same way as it did when the group first pitched a video concept to the company last April.
That collaborative pitch was rejected by the company, OK Go’s manager tells Businessweek, so the band decided to go ahead and make the video anyway for its song “The Writing’s On The Wall.”
As you can see below, the video employs a single, long camera shot that tracks through a room and shows the band members popping in and out of different set=ups that appear to look one way when approached from a certain angle, and have a new meaning when viewed from another. You, know, perspective.
Meanwhile, Apple’s, ahem, “Perspectives” video employs a lot of the same technique, only in that video, words appear in unexpected ways throughout, instead of guys with mirrors on their head and polka dot sweatshirts that match the backgrounds:
They do feel similar, but that can happen, right? One style influences another? After all, OK Go’s video has been viewed over 100 million times since it was posted in June, so maybe some of its visual trickery simply rubbed off on Apple.
Except not really, the band’s manager says: After Apple declined the band’s pitch, the company hired the same production company behind OK Go’s video and used the same director.
While Apple hasn’t returned Businessweek’s request for comment, “The videos speak for themselves, and you can draw your own conclusions,” the band’s manager says.
Whaddya think?
OK Go: Apple Ripped Off Our Video [Businessweek]
by Mary Beth Quirk via Consumerist
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