When Shell sought to harness the power of collaboration to introduce cleaner energy solutions to energy engaged millennials, the solution was a positive, optimistic digital and events focused programme of activity, tapping into a genuine passion point for this audience; music. An interactive music video experience formed the heart of the initiative, featuring international artists from around the world - Jennifer Hudson, Luan Santana, Pixie Lott, Steve Aoki, Tan WeiWei and Yemi Alade.

The search for vocalists began in November 2015. Within six months Jennifer Hudson (US), Luan Santana (Brazil), Pixie Lott (UK), Yemi Alade (Nigeria) and Tan WeiWei (China) had signed up. Each had style, talent, a huge following and a desire to #makethefuture.

Next, we needed a song with an uplifting message and energy that would resonate with audiences. Renowned producer Steve Aoki created a cool new take on BEST DAY OF MY LIFE by American Authors, bringing the artists’ different cultures together.

The video was shot in May 2016 in Brooklyn, New York. Every detail was planned to visually communicate the message of collaboration, from the candy-coloured sets to wardrobe for the talent.

Through the use of cutting-edge interactive video technology, 3D animation, live action video and motion graphics the interactive video allows audiences to create their own personalized music video by engaging with the story of various energy initiatives and switch between the six artists as they sing the song. With each touch and swipe, users are able to layer the soundtrack with various tunes and artist vocals. They can also click to engage animated elements of the Shell #makethefuture bright energy ideas, which will provide an illustrated example of these initiatives in action.

A global distribution campaign was initiated via YouTube, Facebook, Twitter and Spotify, customizing the experience for each social platform. Deeper content was developed via editorial partnerships with relevant publishers including Mashable, and housed on a dedicated Shell #makethefuture Tumblr. On Snapchat, Best Day Of My Life premiered as the platform’s first interactive music video, successfully engaging across global markets.