We were approached by Mercury Records to create an interactive version of the video that was shot for Sub Focus' new single 'Out the Blue' featuring Alice Gold. The original video, directed by Nico Bayer, featured underwater scenes, as well as ink and mould growing at an unnaturally fast rate. We developed a new technology called Frameshift that made it possible to adapt the traditionally shot video into a completely immersive and interactive experience.

Launch the campaign
Published
March 2013
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The Story

We were approached by Mercury Records to create an interactive version of the video that was shot for Sub Focus' new single 'Out the Blue' featuring Alice Gold. The original video, directed by Nico Bayer, featured underwater scenes, as well as ink and mould growing at an unnaturally fast rate. We developed a new technology called Frameshift that made it possible to adapt the traditionally shot video into a completely immersive and interactive experience.

The application uses the YouTube Chromeless API and pulls in the video to a Flash file embedded into the Facebook newsfeed/timeline. There is an AS3 layer on the video which allows users to change between video feeds simulating animation. This is a huge breakthrough in terms of interaction as the video can be animated by the user in real time with filmed footage. This Sub Focus interactive YouTube video is really the tip of the iceberg when it comes to future uses for the technology.

The Technology

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    Social

    Facebook

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    Video

    YouTube

The Results

This project was a great success for both users and developers. It was the first time ever that the rules of YouTube were bent and the content of a video could be manipulated by the user. It was also the first time that YouTube content could be interacted with. Because of the cutting-edge interaction points, the video enjoyed remarkable dwell times from users and was featured on blogs around the world. The project was even featured by Adobe because we managed to expand the definition of how flash could operate with YouTube.

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video feeds

Launch Date May 4, 2012