Au Revoir Simone
From the very beginning of Eli Stonberg’s video for Au Revoir Simone, it is clear that “the evolution of the music video is upon us (Hypebot),” and that we as an audience are not about to have a typical viewing experience. The title screen insists that we engage with the video, not just watch but push “play,” and by doing so, let ourselves in to the whimsical world that Stonberg and Au Revoir Simone have created.
The video for “Knight of Wands” is unique in form, and Mashable.com points out that “videos like this demonstrate how the oeuvre of the music video is changing as the web continues to become a destination for music and entertainment.” The coloring book that begins the video immediately makes the audience active participants, which is just the effect Stonberg was hoping for, saying that such interactivity “demands an audience attention that most videos don’t…the interactive aspect helps tame the internet ADD inside of us all.”
Even the most severe case of ADD would likely be tamed by the “Knight of Wands” video, which takes the viewer from the coloring book into a haunting live action version of the coloring book page. Stonberg says he knew a coloring book concept would work perfectly with Au Revoir Simone’s music and aesthetic, and indeed the band does look very at home in the spooky, ethereal space Stonberg has created, with the tarot cards that inspired the song’s title floating by.
The video has already drawn comparisons to The Arcade Fire’s recent interactive promo for The Wilderness Downtown, with Promo News calling Stonberg’s work “equally compelling.” Viewers are encouraged to save their coloring book creations in a Flickr album, allowing viewers from all over the world to see others’ various interpretations. With the video premiering on Mashable.com and also being featured on the popular advertising industry site Creativity-Online, there will certainly be no shortage of contributors to the growing online gallery.
“With ‘Knight of Wands’ I was seeking a more personal video experience,” says Stonberg. “I hope that people come away with a sense of pride for the creation that they made while playing.” This desire to not simply create a piece of art, but to make the audience a vital part of his unique creation is what makes Stonberg’s video so compelling.