An online spot for Rihanna's new fragrance, Reb'l Fleur, lets viewers choose to run the film in either direction to see the singer make different choices; reflecting the two sides to her personality.
In what agency Droga5 is calling a 'panlindromic' video, the video player at rihannareblfleur.com uploads at a 30 second freeze-frame point in the one minute film. One half goes backwards to depict the singer in sultry, rebellious mode, while in the forward half she gives in to her flowery side. Rihanna will direct fans to the video through her presence on social networks, while a simplified version appears on video-sharing sites. From April, a 30-second edited version will run in movie theaters.