On the ball: Online video gives viewers control

New York – Creative agency Wieden & Kennedy NY has produced an interactive online video campaign for Nike Jordan’s CP3.V shoe by Chris Paul.

The campaign, entitled Quick Controls Chaos, lets viewers of basketball players in action control their experience by choosing their location. The play is captured from every angle on 17 cameras and then edited in a way that enables participants to determine the speed at which they experience the action.

Characters such as a man on fire and a policeman on horseback also appear to engage the viewer with further stories and content.

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