One of the more creative things I’ve seen recently, this interactive video pushes the boundaries of what multimedia can do in a pragmatic, useful way for fans (and retailers). Click on the play button below (uses Flash):
Just in case you can’t actually run the video (it’s high quality, and takes a drain on computers even *if* your device can play Flash), this is what it looks like from the Montreal retailer’s site on ssense.com:
1st, while the video plays, these “S” boxes float together on top of the rappers in the video….
… which expands into a “Shop This Look” link if you hover your mouse over the box. The video can be paused, though it’s tricky to see where because the typical timeline for video playing doesn’t show progress as you’d expect, but is instead filled with time points/dots that highlight looks presented in the video. To pause, by the way, click on the video away from the bottom or any “S” boxes.
Once you click on that “Shop This Look” link…
… a large box pops up showcasing the individual items (from jewelery to clothes to shoes, etc) comprising the “look” that you just saw. Click on any piece and you’ll be brought to a page where you can buy that item.
I’ve got somewhat mixed feelings about this, though I’d say for the most part I love this innovation. On the not-so-positive side, while the “S” boxes moved nicely with the performers, they were distracting to the video itself. Also, it seemed to be process-intensive as previously mentioned.
Yet I can definitely see how useful this is, particularly to fans, fashion-loving folks, or even the knowingly “fashion-deaf”. Extend this over different genres outside of music videos to TV shows, movies, and you start seeing a giant market. Speaking of which, by digging a bit deeper, I found this:
wireWAX is the technology driving the video, and you can try out “the first taggable video tool” for yourself for free (it is quite limiting what you can do/use for free, though). They had a few examples, and one that jumped out (above) to me was Nike’s lookbook video featuring Amare Stoudemire, a famous basketball player currently playing for the New York Knicks.