Arcade Fire is following up the success of its multiple award winning Google collaboration, The Wilderness Downtown, with a Google Chrome Experiments experience for its new single, Reflektor.
The band has teamed up with director Vincent Morisset, Unit9 and the Data Arts team at the Google Creative Lab in San Francisco, led by Aaron Koblin. Koblin worked with director Chris Milk in 2010 on the Street View-powered experience for The Wilderness Downtown.
With Just A Reflektor, viewers follow a code to link their smartphone or tablet with their web browser and use Chrome to control the visuals of the video via their phone (or their mouse). By moving their device, they can create a series of light, water, graphic and mirror-esque effects. The video, filmed in Haiti, follows a young woman who "travels between her world and our own." As the music builds to its climax, the woman looks into a mirror and it shatters, and the viewer sees his or her own reflection in the shattered glass.