Production The music video for "Upside Down & Inside Out" shows the band moving about in
zero gravity created by the parabolic flight path of a
reduced gravity aircraft. They perform various stunts impossible at normal gravity and use of props such as laptop computers and tablets, dozens of balls, and paint-filled balloons. The video also features two trained aerialist acrobats dressed as air hostesses from
S7 Airlines, Tatyana Martynova and Anastasia Burdina, who perform
aerial acrobatics, including a demonstration of the conservation of
angular momentum. Band member
Damian Kulash had the idea of doing a zero-gravity video for some time, and was excited when commercial space travel efforts were started around 2007 with
SpaceX and
Virgin Galactic. He and his co-director sister
Trish Sie, rode on the
NASA "Vomit Comet" in November 2012; they considered shooting a music video aboard one, but found the limitations too limiting. In 2015, a Russian ad agency,
TutkovBudkov, proposed a partnership between Russian
S7 Airlines and OK Go to shoot a video aboard one of the airline's planes. The agency organized a meeting between Kulash and S7 Airlines' representatives at the
Cannes Lions International Festival of Creativity, where the airline pledge funding and aircraft. "Upside Down & Inside Out" was written before the video was proposed. The song's lyrics are about "discombobulation", according to Kulash, Once they had secured S7 and made necessary arrangements over several months, the band traveled to Moscow to develop the video, spending three weeks of training and filming at the
Roscosmos State Corporation center. The first week was used to train and get used to the flight patterns while experimenting with various motions and props they could use. During the second week, they used flights to plan the choreography. Filming of the various takes took place in the third week.
Release and reception The video was released to the band's Facebook page on February 11, 2016; by the following day it had gone
viral, with over 24 million views. A version of the video had been uploaded to YouTube by S7 Airlines, but had to be taken down within a day of posting due to the video's exclusive release on Facebook. OK Go and S7 uploaded the music video on their YouTube channels two days later on February 13. == Usage in media ==