An AR music video - shot entirely on mobile phones, all effects burned in at the shoot via realtime AR, zero post production besides the edit, released on Instagram stories, and re-released intercut with user generated content from fans who used the same AR effects to publish their own stories.
Press
“Mark Ronson is taking his Insta game to the next level.
The Grammy-winning producer teamed up with Sony Music and the social media platform to unveil the first-ever interactive Instagram music video for “Pieces of Us,” featuring King Princess, off his new album, Late Night Feelings.”
“Utilising Stories 24-hour window, every time the video is reposted it will boast different kinds of interactions, while users will be able to engage with Ronson's video with polls, lyric stickers and the new augmented reality filters offered by Instagram.”
“This wasn’t just a snippet or a highlight reel—it was the entire video for the song, which features King Princess; and it just may be the future of music videos … The fan-made versions will be incorporated into Ronson’s own in some sort of electro-beat, sticker-covered ouroboros.”
“now Ronson has released a music video clip to match the acclaim in what is being called a world first music video made for Instagram Stories … Given the high production costs that come with music videos these days, music videos made for Instagram Stories could certainly be the future [and] artists aren’t simply producing something, but giving fans an opportunity to engage too, all of which fosters greater loyalty and excitement.”
Credits
A collaboration between Sony Music Entertainment, 4th Floor Creative, Facebook Creative Shop, Instagram and Marriage.
Executive Producer and Creative Strategey: Ricardo Caetano
Creative Strategy: Jane Kinnaird
Creative Direction: Arnold Hattingh and Michael Winawer at Marriage Creative
Director: Clare Gillen
DOP: Sam Meyer
AR Designer and VFX Supervision: Dan Moller
Production: Sony Music’s 4th Floor Creative and Cassandra Gracey
FB/IG Partnerships: Sunil Singhvi, Megan West, Vanessa Bakewell, Diana Donnelly, Katie Tetley
Legal: Danny Bugler, Jonathan Faura
Commissioner: Mike O’Keefe
Digital Marketing: Simon Rollison
Digital Director: Adam Cardew