An interactive video that is never the same for two different viewers

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.

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