Canadian wireless phone service provider Fido tapped hot director Vania Heymann of Prettybird (the man behind this fantastic short film about a "competitive" pedestrian as well as the interactive video for Bob Dylan's 'Like a Rolling Stone') for a mobile music video project that uses location-based photos from fans to take viewers on a journey across Canada.
The mobile video, Save Me, is set to a track by electronic music trio Keys N Krates, featuring artist Katy B. Viewers upload a photo and add their location, and during the track scroll through more than 2,500 GIFs showcasing different sites and scenes throughout Canada, with it looking as if the band is journeying towards them. At the end, their own photo is inserted.
The images were submitted by Keys N Krates fans via social media using the hashtag #MobileMusicVideo, as well as by local Canadian artists and photographers. They were then composited together with original footage of the band shot on a green screen. An algorithm developed by digital production company Jam3 means viewers will always have their own unique location-based experience aligned with the song's rhythm, and that the video content will evolve as fans submit more photos.
Creative agency Virtue Worldwide, the in-house agency of Vice Media, worked on the project with Jam3, Prettybird and Toronto-based design and tech agency, Meld,which created the GIFs.