Tumblr kid couture

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.