Creativity

This Doritos-Sponsored Music Video Gets Bigger and Better -- the More Screens You Add

Goodby, Silverstein & Partners Created Experience You Can Build for Rae Sremmurd Track

By Ann-Christine Diaz. Published on Mar 23, 2016

Editor's Pick

Thanks to digital, music videos have been undergoing a creative renaissance, evident most recently in this fun experience for hip-hop duo Rae Sremmurd, created out of Goodby, Silverstein & Partners and sponsored by Doritos.

For the single "Over Here," it's billed as the "music video you build" and relies on multiple viewers' screens. Viewers must access the video on overhere.tv, where they can link their phones together. The more that join in, the video will get bigger and more fun. For example, additional viewers can lead to the unlocking of secret videos featuring real-time commentary or even an 8-bit version of the clip. As the agency puts it, it's the "first music video that gets better with friends."

Here's how it works: on their mobile phones, viewers need to head over to overhere.tv, where they can link their phones.

To create the experience, GS&P worked with music producer Mike Will, Director James Larese of Triggr & Bloom and digital production company MediaMonks.

"We wanted to create a music experience that brought people together, like a concert," said Todd Porter, GS&P exec-producer experiential production and music supervisor in a statement. "From there, the idea of the multi–screen music video was born."

"Creating the first-ever multi-device, interactive video was a great challenge," added Fredrik Frizell, managing director at MediaMonks Los Angeles. "Just think of syncing a video across an infinite number of screens, with a myriad of extra treats and Easter Eggs for fans to explore, and the result is something out of this world."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Mar 23, 2016
Agency:
Goodby Silverstein & Partners
Client:
Rae Sremmurd
Co-Chairman:
Jeff Goodby
Co-Chairman:
Rich Silverstein
Executive Creative Director:
Margaret Johnson
Creative Director:
Adam Reeves
Art Director:
Kyle Lamb
Copywriter:
Kurt Mills
Designer:
Todd King
Director of Experiential/Music Supervisor:
Todd Porter
Executive Interactive Producer:
Margaret Brett-Kearns
Interactive Producer:
Bud Johnston
Interactive Producer:
Austin Kim
Content Producer:
Isaak Le
Music:
Rae Sremmurd
Digital Production Company:
MediaMonks
Live Action Production Company:
Triggr&Bloom

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.