Hasta La Ideas

Ad agency Beattie McGuinness Bungay has created a continuously evolving Vine-powered music video for Welsh band Masters in France‘s track Flexin’

For the uninitiated, Vine is an iPhone app that allows users to create and share short (maximum six seconds) looping videos via Twitter. This music video project, conceived by BMB creatives Caleb Al-Jorani, Peter Browse and Joe Koprowski, harnesses Vine content on a dedicated website, vinetune.com (you’ll need the latest version of your browser to check it out). The site designates portions of the track specific hashtags according to its lyrical content, and thus pulls in content each time it’s visited, syncing relevantly hashtagged clips to appropriate parts of the track.

Fans of the band and visitors to the site are encouraged to create a Vine film for a particular #hashtag and submit it in order to contribute to the ever-evolving project.

It’s great that fans can get involved and contribute film clips to potentially appear in the video, but because the video site pulls relevently hashtagged content in randomly, there’s no guarantee that your clip will actually appear in an iteration of the video.

There’s no guarantee, either, that the project won’t pull in some really nasty content – which is why, presumably, it features a warning on the site that the content might potentially be “NSFW” (not suitable for work).

This might well be the first music video project to utilise Vine in such a way (as suggested by the press release we were sent), however, the resulting mish mash sequence of super-short film clips that make up the viewing experience is clunky, disjointed and quite hard work to watch.

Perhaps the concept here is more engaging than the end result?

To check out the video, visit vinetune.com.

Find out more about Vine here.

The April print issue of CR presents the work of three young animators and animation teams to watch. Plus, we go in search of illustrator John Hanna, test out the claims of a new app to have uncovered the secrets of viral ad success and see how visual communications can both help keep us safe and help us recover in hospital

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