Synopsis

The viewer becomes the central character in a personalized rush from everyday routine to unexpected fame. After leaving work and traveling to New York, they receive messages from friends, attend parties, and encounter MNDR in the city's nightlife. A spontaneous appearance at one of her shows leads to a chance to perform as her DJ. Soon, the viewer is touring with MNDR, attracting media attention, and enjoying a spectacular rise from ordinary employee to internationally celebrated star.

Factoids & Trivia

• The video was built as an interactive HTML5 experience rather than a conventional linear clip. Viewers could connect through Facebook and see their own name, profile picture, friends, hometown, employer, and tagged photos woven into the story.

• The production used Facebook data for several story elements, including text messages from friends, workplace conversations, gossip coverage, and a fictional MNDR world tour with the viewer's hometown as a stop.

• The New York journey was adapted for users already living in New York. Instead of showing a flight to the city, the experience switched to a separate version involving travel around New York.

• Much of the concert footage was captured in a guerrilla-style shoot during the O Music Awards' "Unboxed" event at Webster Hall.

• The experience changed each time it was watched. Its creators also said that the information pulled from Facebook was not stored.

• The project was created in association with the O Music Awards and was part of the awards' interest in experimental and innovative music-video formats.

• The video helped illustrate how social-network personalization could turn a music video into a participatory web experience, arriving during a period when HTML5 projects were beginning to challenge the fixed structure of traditional online video.