True romance: Coldplay’s music video lets viewers decide lover’s fate

Los Angeles – Coldplay has brought its latest single to life through an interactive music video that enables viewers to decide the fate of a hopeless romantic.

The animated music video, created for the band’s single Ink, offers a series of choices that change the course of the narrative.

Beginning with a mysterious stranger washed up on a beach, the story unfolds into a dark, surreal descent into the madness of unrequited love. Guided by the decisions of the viewer, the main character journeys through enchanted forests, across boundless oceans and through the darkest caves – all in the hope of finding his lost love.

More than 300 versions of the story can be created, inviting fans to revisit the music video, available on the band’s website. The video was written, directed and animated by Los Angeles agency Blind, and was developed with interactive specialists Interlude.

For more on how artists are breathing new life into their videos through a powerful combination of interactivity and immersive storytelling, read our Transmedia Music Videos microtrend.