Arcade Fire video clip explores HTML 5

Arcade Fire video clip explores HTML 5

Google teamed up with Canadian band Arcade Fire to design an interactive video clip that demonstrates some of the potential of the new markup language that many believe will revolutionize the Web, HTML5.

«The Wilderness Downtown» is the name of the project, designed by Chris Milk, which requires user interaction and uses Google Maps and Street View resources to include images of the city selected by the Internet user in the clip.

To take advantage of the experience, which is based on the theme «We Used to Wait», from the new album by Arcade Fire, it is necessary to use an HTML 5 compatible browser – such as Chrome (which is recommended on the website) – and indicate the name of the city where the user is located. Those responsible also warn that the experience makes intensive use of computer resources, so it is preferable to close other windows and running programs.

Then, the technology is in charge of mixing with the «base» images of the video clip some photographs of the area (satellite and collected by the Street View cars), through several browser windows that are successively opened and closed at the rate of music.

The images of the city will also reflect the action that happens in the video, being manipulated as it happens – which makes us see trees grow at an impressive speed, in places where they do not exist, for example.

During viewing, the Internet user will also have the opportunity to write a message on a virtual postcard that can then be shared, and there is also the possibility to respond to texts left by others.

This is not the first time that Arcade Fire has opted for interactive online videos to publicize their work, the same had already happened with the 2007 album Neon Bible, where two of the themes were entitled to clips in which the Internet user could interfere with the action and volume of the video.