Leave it to Devo to push the boundaries of convention. Their latest video, "What We Do," from last year's driving comeback album Something for Everybody, features 360-degree interactivity where the viewer can spin the camera at any time, creating a personalized, one of a kind viewing experience. Devo frontman Gerald Casale, who directed the video with Kii Arens and Jason Trucco, explained the concept in an interview on the Mashable website:
The user/viewer is the director in this video. They decide what to see and when to see it in real time. They will be able to navigate and save a version of what they think others should see. It’s like having a vote in Devo’s creative process. It’s truly interactive.
The video also features technology that enables the viewer to shop for various Devo gear via links that switch up at the bottom of screen, a classic example of Devo's self-satirizing commercialism, as well as a persuasive rendition of what some shopping experiences might be like in the near future.
Watch the video here.
Read an interview with Gerald Casale about the thought process behind the video here.