When a team at Google wanted to create "the first HTML5 music video" for Arcade Fire, they needed an easy way to demo the idea. "You don't really pitch Arcade Fire by sending over a PowerPoint or a Google document," says Google Creative Lab's Thomas Gayno. Instead, his team created a hands-on experience — playing one of the band's songs while members flew around Google Earth, zooming in and out on places from the band members' lives that had inspired the lyrics.

September 2013