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."
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