Life Imitating Play
Or video anyway. Adrants ran this Daniel Eskils-directed video, featuring a TV that follows the snowboarder on its screen:
Works nicely, though the context is unclear — is it an ad? A viral attempt? A concept clip from a reel? A think piece?
Whatever its purpose, this video does follow the current trend of breaking the 4th wall on virtual fun times. Formula: indoor, watered down, screen-based activity + some nutty way to take it outside into reality. It’s like Kool Aid cocktails or jello shots: you take a fake juice substance and add something crazy — vodka/moonshine/nite train — instead of water. So you don’t get a dude watching a snowboarding video (drinking homemade Gatorade), you get the TV riding the streets with the guy on it (this video). Of course, just showing/being a guy snowboarding is as boring as drinking fresh squeezed juice.
For the record, I like jello shots. I’m not here to contribute to the snark economy.
Here are others:
Metronomy – “A Thing for Me”
Bike Hero
And the analogue root of it all:
a-ha – “Take on Me”
(yeah, i’m aware of the literal version of this video.)
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