Kulash does a great job explaining what a good meeting of a brand and an artist looks like. His description of what it means to actually be innovative reassures me around how weird and ambiguous new territory is. The scattered chalk diagram at the end is a fun way to see it!
See the full playlist of FoST Films here: https://www.youtube.com/playlist?list=PLs6Vd3jEmIsv4gOD2VT-t08MkfUZRSuA9&feature=view_all How do you create a viral video phenomenon to the tune of 150 million online viewers? "The simplest formula I can offer," says OK Go's Damian Kulash, "is to make something that makes people happy, gives them a sense of joy or wonder or surprise."