Major Lazer debuts an interactive version of their video for “Know No Better,” featuring Travis Scott, Camila Cabello and Quavo.
One of the first ever videos of its kind, viewers can now switch between the dream and reality story-lines portrayed in the original version, an experience facilitated by Eko in collaboration with director Philip Andelman.
“Eko’s unique interactivity enables creators to connect with viewers unlike any other digital platform, fostering deep emotional connections with audiences by giving them agency to affect stories in real -time,” says Executive Producer Lihu Roter. “Major Lazer’s creative execution of this parallel story allows audiences to simultaneously step into the shoes of this young dreamer’s reality and his dreams themselves, experiencing his aspirations coming true with him in the moment. It’s a lean forward experience that’s highly engaging, and indicative of what I believe mainstream storytelling will look like in the years to come.”