Interactive storytelling is a new way in which advertisers and artists alike are trying to interact with their audiences. Califone are a band that took a unique approach to their latest music video after working with filmmaker Braden King and programmer Jeff Garneau to create an interactive video for their new album’s title track “Stitches.”
The video pulls images and animated GIFs from a previously selected set of Tumblr blogs to provide an experience that is never the same for two different people. Each image displayed is clickable and includes a note which the viewer can then repost with a link to the original source and even just hovering over an image in the stream will bring it forward and focused.
The band are also open to additional Tumblr sources that can be included as source material for the video.
Rutili explains that the title track and the new album both “stitch together the flood of images and feelings triggered by opening yourself up and loving someone; the courage and freedom found in the acceptance of vulnerability and joy crossed with the familiarity and alienation that can be found in co-dependence and pain.”
You can see some of the pictures that make their way into the video below, or head over to the Tumblr to see the video for yourself.