Australian indie band Stonefield have launched a groundbreaking interactive music clip created by BMF's interaction lead Nev Fordyce.
Fordyce teamed up with Sydney-based production company Mini Sumo to create the revolutionary new music clip for Psych-rock prodigies Stonefield’s latest single Bad Reality. Working with Mini Sumo’s filmmakers David Barker and Marianne Khoo, and Steve Hanzic to create the clip, the all-sister band was discovered through Triple J’s unearthed music program.
The film, which takes inspiration from provocative works such as Todd Solondz’s Palindromes, sees the four Findlay sisters all playing the one central character in a perpetually looping bad reality.
Taking a unique approach to music releases, Fordyce and team launched a traditional and interactive clip for the single release.
The traditional clip launched a week before the interactive clip to create excitement across music blogs and social networks. The first film acted as a precursor to the interactiveclip, creating a sort of puzzle by playing out the story in reverse.
The interactive clip utilises new web technologies, and wide-ranging device support, to add another layer of story to the overall idea and allow viewers to play around with the action.
Director David Barker said a lot of interactive clips online were gimmick based.
“That's all well and good, we like playing around with those, and this clip has an element of that” he said. “However, we wanted to concentrate more on narrative – and see how we could incorporate the band, while making the whole experience more engaging.”