Cinematic Tech Shifts The Story As You Change Your Perspective
A new campaign lets viewers turn their mobile devices from portrait to landscape and vice versa to 'see the bigger picture'
You may remember digital agency Narrative_’s work with Under Armour, in which the brand recreated Steph Curry’s childhood room in virtual reality to usher in the release of the basketball player’s new shoe. The same company also collaborated with retail giant JC Penney in an inclusive, choose-you-own-adventure fashioned VR experience which helped drive hordes of traffic to select stores. Now the brand has yet another trick up its sleeve, unveiled in its latest project Make Moves: Perspective.
Blending spoken word poetry with a unique and literal twist, the social commentary changes meaning when the screen gets rotated to highlight opposing views between the police and the African American community. The recently launched interactive campaign captured by acclaimed filmmaker and photographer Gillian Laub was shot on an iPhone for financial firm RushCard, and is intended to generate a kinetic connection among viewers to shift the perception of major cultural conversations.
The activation, which is only available for viewing on smartphones and tablets, is said to resonate with RushCard’s mission statement, and positions the prepaid visa syndicate as a thought leader within the U.S. social climate.
“We created RushCard to help people make moves and reach their potential,” comments CMO David Tapscott. “This video series exemplifies our mission to promote openness and equality in our communities by challenging viewers to be willing to change their perspective.”
As part of a monthly-updating series designed to challenge the divided opinions of the masses, this first film addresses themes of violence and racial tension, and is followed by another which trials gender equality and leadership. There has also been mention of lighter topics such as music and fashion, exemplifying the wide gamut of subject matters capable of examination through this innovative medium.
“At Narrative_, we go beyond stories told, to stories experienced, because the best way to get to know a brand or connect with an idea is to experience it,” adds Co-founder and CEO Tricia Clarke-Stone. “Storytelling is a craft with infinite possibilities that becomes tangible and compelling when experienced the right way with the right tools. With the ‘Perspective’ video series, we leveraged tech to allow users to look at issues from a different angle and experience both sides of the story.”
In an embodiment of the saying, ‘a coin has two sides,’ the videos set up a thought experiment aimed to unify people of contrasting outlooks.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.