Major Lazer have released an interactive video for Know No Better which switches in between the protagonist’s dreams and reality.
The video sweetly portrays the dreams of a teenage boy who fantasies about being a dancer with an entourage, hanging out with his dream girl rather than his grumpy sister. To showcase the boy’s dreams and reality the video is hosted on Eko, an interactive platform which allows the viewer to “shape the story as it unfolds”; clicking at the top of screen switches the narrative between real life and the imagined. As the video plays out, you realise the dream girl is in fact real in both alternate versions and like all great romances, the boy gets the girl by being his true self.
Directed by Philip Andelman, the video’s use of interactivity, “enables creators to connect with viewers unlike any other digital platform, fostering deep emotional connections with audiences by giving them agency to affect stories in real-time,” explains executive producer, Lihu Roter. “Major Lazer’s creative execution of this parallel story allows audiences to simultaneously step into the shoes of this young dreamer’s reality and his dreams themselves, experiencing his aspirations coming true with him in the moment."
- "We’re likely to plummet into a new dark age": Illustrator Edward Carvalho-Monaghan on learning from the past
- Phile magazine on sexual subcultures, power struggles and the launch of their second issue (NSFW)
- Why Design Thinking is bullshit
- Friday Mixtape: a mammoth mix from school project turned great band, Lowly
- Even magazine challenges the “elitist, opaque and unapproachable” discussion around art
- Meet Love Man: an illustrated big-hearted alien-human looking for his other half
- Photo of a single atom wins science photography prize
- Google tackles image copyright infringement with latest design tweak
- University of Portsmouth receives backlash over costs of its rebrand
- Ikea partners with Hasselblad to offer more “inspiring” prints for its frames
- Animator John McLaughlin’s fuzzy world of big-eyed, triangular fuzzy dudes
- Creative director Patrick Li on T: The New York Times Style Magazine's conversational new redesign