It’s been a crazy few weeks for the Uprising! Two weeks ago, we got the cameras rolling, collaborating with our friends at DVS for the upcoming launch of our limited edition Uprising DVS shoe. Without giving away too much, the three-day shoot involved motorcycles, pro skaters, classic cars, ladies, and that’s just the beginning. We’re stoked to see the final cut! Stay tuned for details on the official screening event… Party time!
After all that fun, we were ready to get back to work, when our buddies at Media Temple asked us if they could film a day in the life at the Uprising! Well, why not? Unfortunately, we didn’t have the chance to book hair and makeup artists, so it was up to us to get camera ready. With our facial hair tamed (kind of), and our wardrobe ready to go (yeah… right…), we spent the day going about our business, the only difference was fitting in interviews between conference calls. We’re looking forward to seeing how it turns out!
That’s right. New f*!&ing business cards have f*!&ing arrived. We aren’t f*!&ing around…
Last month when Twin Atlantic was on tour with our other friends AWOLNATION and Middle Class Rut we followed them around the Southwest for a few days shooting some footage for a few different pieces. The first is this tour promo for their current “Free-ze Tour” in the UK. Thanks again to our boy Dan O for helping us make the video magic happen.
So into the dirt.. how this project came together and what we’ve done here…
The idea for this one germinated pretty organically, starting from a simple idea. We wanted to give fans some exclusive audio and video content for the holidays. Simple enough. But realistically, we didn’t want to just give it away. We wanted fans to get involved with the content, and with each other. To have fun with it, be a part of it, to see what other fans are seeing at the same time, and to collectively work together to access the content.
So we started thinking about ways to engage the fans that was natural and interesting – more personal and communal than just using Facebook Likes or Twitter Follows to unlock content in a generic digital marketing campaign. We didn’t want this to be just another ploy to get Facebook Likes or Twitter Followers because realistically, they’re hollow if you haven’t provided some kind of tangible experience that has an actual impact on someone’s day. It’s the equivalent of pushing a button on an elevator to go to the next floor – not very inspiring.
The band loves Instagram, and so do we. Its ability to capture a moment in time and space that feels both surreal and honest, and to broadcast it to the world instantly, is infinitely more enthralling than clicking a button or reading text. And thanks to their API, we have the ability to pull a thread from that stream of consciousness and use it in a very targeted way.
So, the idea was born: Fans can unlock the Soundcloud-powered audio and Vimeo-powered video content by sharing Instagram photos tagged with a specific hashtag. It makes it an interactive experience for fans, and allows them to work together to unlock the content. Fans can view the world through the eyes of everyone else alongside them while also allowing them to share that experience with their friends. When you think about it, that’s a pretty powerful concept.
But after developing that concept, we wanted to do more with it. Opening up the door to the collective sharing of photos made us really want to do something bigger with the photos themselves. Something to allow the fans to actually contribute to a larger creative process. So the decision was made to pull this stream of photos into a photo mosaic that would create one pieces of art from the band’s latest album package. Not only would the fan photos unlock the content, but they would also become an integral component of a larger piece of art.
Coming from a print design background, it made sense to us to have this photo mosaic created as a limited edition lithographed poster that can be pre-ordered directly from the site. But realistically, that doesn’t have that much of an impact on the web during the actual creation process, so we wanted to offer fans the ability to actually see the poster being constructed in real-time.
What came out of this process is something we’re really proud of. A lot of work went into it, despite its clean, simple appearance, and we hope it inspires people to think bigger with their digital marketing campaigns. It’s all about building blocks and we all inspire each other by sharing our work and process. Thanks to everyone who continues to inspire us on a daily basis.
Jeff – @jeff_uprising