We spent a month in a Brooklyn warehouse prototyping and perfecting the illusions. Our "thinking making" approach served us well in this instance; constant experimentation and a rapid failure/success cycle let us quickly rule out what wasn’t working and move on to what was. The video for The Writing’s On the Wall reinforced and progressed OK Go’s “brand” reputation as a group of visual as well as musical innovators, and it solidified their place among contemporary creative artists. Within a week of its premiere, the video had over 7 million views on YouTube, and it has garnered over 25 million views to date. The video also won the 2014 MTV Music Award for Best Visual Effects.