If this is the future of music videos, we're all in.
French music duo Cassius has just released the new video for The Missing, the lead single from their new album Ibifornia, which also features OneRepublic's Ryan Tedder.
The interactive video, directed by LA-collective We Are From LA, allows the viewer to swap out the actors in real time.
The video is a neon-coloured journey (think Drive mixed with Daft Punk) that opens with a couple kissing among the ruins of a helicopter crash.
Throughout the clip, there are 20 different actors to choose from, meaning you have over 100 different pairing combinations to try.
Thanks to clever filming techniques such as motion control camera rigging, multiple filming sequences and identical passes, it means each viewer has a different visual experience.
But why?
According to Cassius it's to show there is one love for all.
'It's 2016 and there are so many crazy things happening in the world today.'
'Listening to The Missing and watching the video makes us think about one thing that Pharoah Sanders understood and translated in a song better than anyone: 'Love is Everywhere,' 'Love Is In Us All.' We have to believe in this... For real,' they said.
Try it out here.
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
