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Gravity is just a habit

OK GO is celebrating its 10th year of pioneering music videos by unveiling its most ambitious music video yet. Completed as part of an advertising campaign for Russian S7 Airlines, Upside Down & Inside Out is the first-ever clip shot entirely in zero gravity.

TUTKOVBUDKOV is the agency behind the unique video.

3 weeks of training, 21 flights, and 315 zero gravity parabolas.

This is Il-76 MDK. It is a cosmonaut training plane for Yuri Gagarin Training Center at Russian ROSCOSMOS that is capable of doing zero gravity flights by flying in a parabolic flight maneuver.

These flights are accompanied by professional cosmonaut training staff who became essential members of the shooting crew.

There are 15 zero gravity parabolas per flight, and the longest period of weightlessness is 27 seconds. Afterwards it takes about five minutes for the plane to recover and prepare for the next round.

The music video is shot continuously over the course of eight consecutive weightless periods, with each waiting section cut out and each transition smoothed over with a morph.

TUTKOVBUDKOV Agency initiated the project and co-authored the creative concept behind the campaign, with the plane in-action being an S7 Airlines plane, a place where every dream comes true — even if it's the wildest zero gravity party on Earth.

S7 air hostesses are played by trained aerialist acrobats and rhythmic gymnastics champions Tatyana Martynova and Anastasia Burdina.

TUTKOVBUDKOV and S7 Airlines proceeded with a lyric from the song as the motto for the campaign: “Gravity is just a habit”.

This campaign is a testament to the limitless power of dreams and imagination. Because there is nothing you cannot challenge — even the basic concepts.

Even gravity.

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