In Brief

The band and brand collaborate to produce a concert video player rendering the image using fans' avatars as pixels.

OK Go, the band recognized for its creatively and elaborate music video productions — in addition to its music — has now added Jose Cuervo Brazil to its roster of brand partnerships. London’s Albion worked with the band to create #Shotcast, a video player that follows the band’s performance in Rio, with each pixel represented by fans’ Twitter or Facebook avatars.

The campaign feels personalized and intentionally social at best–perhaps a bit gimmicky at worst, but it also employs an interesting video technology for rendering the image, by integrating fans directly into it.

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