Arcade Fire have an impressive history of launching innovative interactive videos with The Wilderness Downtown and Sprawl II. Now they’re at it again with an online video for new song Reflektor: “an interactive short film that explores the themes in Arcade Fire’s ‘Reflektor’ through two devices simultaneously: the computer and smartphone/tablet”. Directed by Vincent Morisset with Google also involved, the video gets fans to visit the Just A Reflektor website using Google’s Chrome web browser, and also on their Android or iOS device’s browser. They can then interact with the video by waving the mobile device about in front of their computer’s webcam. And written down, this may sound like whiz-bang innovation for the sake of it, but the video – telling the story of a young woman “who travels between her world and our own” is actually startling and powerful. Obviously, it helps if you like the music.

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