OK GO — Upside Down & Inside Out

S7 Airlines is a brand with the mission to inspire people to chase their dreams, and provide them the means to do so. OK GO is a band with the most improbable dreams. The idea was to bring them together under a lyric from the band's latest single, “Gravity is just a habit”, that eventually became the motto for their joint branded content effort — shot entirely in zero gravity aboard a reduced gravity aircraft. The video was conceived to be a testament to the limitless power of dreams and imagination. Because there is nothing you cannot challenge — even the basic concepts. Even gravity.