Archangel's How To Lose Your Best Friend by Eduardo Benchoam

Archangel's How To Lose Your Best Friend by Eduardo Benchoam
  • By David Knight
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Strange, but absolutely true: videos for British bands are now coming out of Guatemala. Yes, Guatamala, Central America.

The 'TV' video has Nick Webber discovering some wild party action out in the woods. The interactive video loosely expands on story strands of different individuals at the party. Actually the interactive version - where the viewer can arrange the stories into any order they like - was conceived first.

"The internet rules! Free access to anything, anywhere is beautiful... but in regards to promos, it is changing the way we can experience information," explains Eduardo. "I wanted to make a simple interactive video in which the viewer could participate in how the story unfolds. The concept would revolve around the track and a TV version would then be designed to compliment the web version."

The 'interactive' story strands in particular are open-ended and enigmatic, encouraging the viewer to shift their order. "The entire process was a lot of fun for me," continues Eduardo. "After its release, different people have been sharing their theories on what happens in the video - which is also quite cool. So I'm definitely looking forward to doing it again."

Credits

Production Company
Colectiva
Director
Eduardo Benchoam
Producer
Stefan Benchoam
Director of Photography
Ari Issler
Commissioner
Archangel through Radar Music Videos

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