Johan Rijpma's video for "Natural Thing," a track by the Dutch group Nobody Beats the Drum, adapts a YouTube trope for the Vimeo audience. Sure, it's an easy play for views, but it's a pitch-perfect case study of the sites' different sensibilities. Rijpma gives static shots momentum, editing the movements of cats in a blank white space to the catchy electronic soundtrack. One could even argue that the video is implicating the viewer for delighting in shamelessly viral content, giving the music video an edge that a typical home video hit can't match. On the other hand, sometimes a laser pointer is just a laser pointer. The band's EP, Natural Thing, is available here.
For more work by Johan Rijpma, visit http://johanrijpma.nl.
Via Jason Sondhi.