Arcade Fire are set to make waves with the launch of the lead single from their latest album, Reflektor - not so much from the quality of the music but from the unique interactive properties of its accompanying video.
For the group’s latest effort the band have conceived a fully interactive clip which can be controlled in real-time by waving a synced smartphone through the air, enabling effects to be painted on screen as the music plays.
This hi-tech wizardry has been conceived in collaboration with director Vincent Morisset and Aaron Koblin of Google Creative Lab who devised ‘Just a Reflektor’ to transform listeners from passive observers to active participants.
The set up works by syncing your smartphone gyroscope and accelerometer data to Google Chrome so that the position of the phone can be tracked directly from the computer’s webcam.
In practice this means that each scene of the video can be individually manipulated.
Commenting on the process Morisset said: “The match came kind of perfectly–the song, the band, the original ideas. The song itself dovetails nicely with the interactivity, alluding to some other world that could be death or dream–or, sure, the digital world we spend so much of our time in every day. It couldn’t have been better.”