A world-first music video that puts the fans in control
London-based band Duologue asked Moving Brands to create something distinct and interactive for their single ‘Machine Stop’.
We created a unique 3D music video which captures a dance specially created and performed for the song. Fans have unprecedented control, allowing them to endlessly remix the performance.
We began with the lyrics of ‘Machine Stop’, which speak of confused vision and lack of sight: “Is it you?/Is it me?/Everywhere I look but I just can’t see”. The band members, along with renowned choreographer and performer Jean Abreu appear in the film, embodying the lyrics as powerful, mechanistic, data silhouettes.
“Try and get control of yourself,” says the lyric – and our approach was to create a work where the fans were in charge. We shot in 3D, using our own purpose-built hardware (for instance, we made a caddy to hold the Kinect cameras steady) and customised software (to make a ‘depth map’ and convert data into a 3D space).
The interactive web experience we created allows fans to manipulate the ‘characters’, alter angles and depth, and control the colour balance of the monochromatic film.
