The brief was to come up with a new music video for the song ‘MIRROR’ by the Japanese indie band SOUR.

Our aim was to create an experience that engages with the band's young & tech savvy fans in a new way, and find a way to allow them to become a part of the video itself.

Another challenge was to overcome the $0 budget. We used the crowd funding service ‘Kickstarter’ and successfully raised the $5,000 to use for the production. This was actually a nice way to start involving the core fans of the band and create an early buzz about the new video release.

When the site was launched, it gained over 150,000 viewers in just the first 3 days. Average time spent on the site was more than 3 minutes, which is an amazing number for a microsite. This music video has gained SOUR a lot of free PR on renowned news sites and blogs. 2/3 of the visitors were accessing from outside of Japan, proving that this video has created buzz around the world, which is a big achievement for a Japanese indie band.

The song Mirror sings about the fact that everyone around you is a mirror that reflects who you are. This gave us an idea of a journey to find yourself through your connections with the people online. So we created an interactive music video, which gives every single viewer a different customized experience by connecting to their Facebook, Twitter & webcam. You can also add yourself into the video by following @SOUR_official on Twitter. Please try the experience for yourself at http://sour-mirror.jp.