Montreal mainstays deploy magic through the Good Book. Overexposure issues aside, Canadian indie darlings Arcade Fire have found a new, short & sweet way to satiate their fans.
Having already whetted their appetites for weeks with subtle clues about a new site launch, singer Win Butler & Co. have officially taken BeonlineB.com live. Playing off an anagram for the group's latest effort, Neon Bible, production company Nu Films turns what could've been just a bland promotional site into a fun interactive music video.
As the giant Neon Bible sign flickers to life on the landing page, the title track, with its plodding, thumping orchestral folk, churns to life. Visitors can then click through to see a completely blackened site illuminated only by the floating head of lead singer Butler and his sizeable pair of hands. The fun quickly begins once Butler, stoic face and all, begins singing along. Clicking and dragging, people can manipulate the hands and face as the song progresses to evoke everything from magic tricks, making rain, putting out glowing lights, opening a neon bible and a 90 degree rotation of butler.
An algorithm controls what specific visual act will occur as the three-plus minute song unfolds. If that weren't enough, simply mousing over Butler's face shrouds it in black, save for his eyes and a smoke trail filled with the song's lyrics.
Web Site : http://beonlineb.com/
Client: The Arcade Fire
Production Company: Nu Films
Director/Programmer: Vincent Morisset
VFX/Post Production: Olivier Groulx,
Vincent Morisset
Director of Photography: Christophe Collette
Producer: Jean-Luc Della Montagna
Production Manager: Michael Leger
Source : Creativity Online
