Music videos have shifted onto the next step of their evolutionary progression to give us a new interactive experience. Earlier this week, Interlude’s Bob Dylan video was making the rounds, and now attention has shifted to Pharrell Williams’ 24 Hours of Happy.
The project, which has been billed as the world’s first 24-hour music video, features a range of people – some famous, some not – dancing toward the camera to Williams' song Happy from the Despicable Me 2 soundtrack.
Much like the Bob Dylan film, this interactive experience allows you to switch channels and shift from one person to the next. So, if Steve Carrell’s moves to the hit track don’t do it for you, you can switch to someone else who might be better equipped to make you feel happy.
The interactive video is the brainchild of We are from LA, and it was brought to life by the production company Iconoclast.
After releasing his dire music video effort for Bound 2, Kanye West should probably call Williams for some tips on creative direction.