For Paper Crows' 'Build EP' launch, Powster built and executed an innovative, award-winning video player for Warner Music. It was a world first in having four music videos shot and edited together to form one synchronized visual. The four music videos could be shared together as a group to Facebook, viewable as a giant highlighted Timeline update. It was added to the Paper Crows Facebook tab and as a splash page on their official site. The shoot for the video itself featured over 200 hand-made origami paper 'crows' as well as the band and their featured artist, Major Look.

Published
January 2013
Topics

The Story

For Paper Crows' 'Build EP' launch, Powster built and executed an innovative, award-winning video player for Warner Music. It was a world first in having four music videos shot and edited together to form one synchronized visual. The four music videos could be shared together as a group to Facebook, viewable as a giant highlighted Timeline update. It was added to the Paper Crows Facebook tab and as a splash page on their official site. The shoot for the video itself featured over 200 hand-made origami paper 'crows' as well as the band and their featured artist, Major Look.

The accessibility of high-end camera equipment played a massive role in the project. Being able to shoot 5k and up to 300 frames per second using a RED Epic made it possible to create the unified visual for the video. For any of this to work, we also need a custom player. We developed in-house the embeddable interactive YouTube player, which played all video simultaneously when ‘play’ was clicked on one of them. It also allowed the audio to change as users scrolled across different videos.

The Technology

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    Social

    Facebook

    Twitter

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    Video

    YouTube

The Results

Below the innovative player that houses the four music videos is a crowd of crows formed by anyone using #papercrows on Twitter. This ensured that the campaign spanned across Facebook, Twitter and YouTube to form a truly groundbreaking campaign. The video and its unique housing gave the band huge leverage socially. Paper Crows doubled their fan base on Facebook and the hashtag #papercrows trended on Twitter when the player went live. The experience went on to win a FWA award on June 24th. It was also part of the collection of work that was awarded best portfolio at the Fresh Awards.

4

music videos

200

Origami crows

300

Frames Per Second

Launch Date May 16, 2012