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Been Trill and Pretty Puke 360 degree look book, New York

New York – Youth culture streetwear brand Been Trill commissioned visual artist Pretty Puke to create an interactive 360-degree video lookbook that enables viewers to explore its latest collection.

The video is best suited to mobile, where the viewer can move their phone to adjust the camera angle
Pretty Puke became renowned for distributing his work across image-sharing sites such as Tumblr

Pretty Puke, who only shoots after dark and focuses on sexually charged images of intoxicated teens and 20somethings, is notorious for his hard-edged aesthetics, which makes the third collaboration in the Coca-Cola lookbook all the more surprising.

The interactive video was shot in a New York subway train using a 360-degree camera. Viewers can alter their perspective to focus on a particular event or item of clothing. Musicians such as Gabe from UZI and DJ Cyber 69 appear as models, and Coca-Cola branding features on the Been Trill apparel and subway carriage walls.

‘The 360 video is a byproduct of today’s culture. It represents the future, the Millennial, the Tumblr kids,’ Pretty Puke explained.

The Big Picture

Traditional media formats just don’t cut it for members of Gen Viz, who prize interactivity above all else. Established brands such as Coca-Cola are collaborating with innovators like Been Trill and Pretty Puke to tap into a demographic that is turned off by their mainstream marketing output.