The Wilderness Downtown

The wilderness

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Ever wondered what the perfect music video built from the ground up for the web generation might look like? Well Arcade Fire and renowned music video director Chris Milk (U2, Green Day, Gnarls Barkley) may have just answered your prayers. They have created the project in association with Google and using HTML5 to process and render the visuals. Its a combination of choreographed windows, interactive flocking, custom rendered maps, real-time compositing, procedural drawing, 3D canvas rendering…Now if that all sounds a bit too much info, don’t worry, just head to TheWildernessDowntown.com (with the Google Chrome Browser preferably), enter your street address, sit back and enjoy.

Building this project on the web and for the browser allowed us to craft an experience that is not only personalized, but also deeply personal for each viewer. ‘The Wilderness Downtown’ takes you down memory lane through the streets you grew up in,” Aaron Koblin from the Google Creative Lab

The site uses Google’s ‘Street View’ and Google Maps software to render a unique experience for each user based on the address they enter at the start. All set to “We Used To Wait” by Arcade Fire the next single from their acclaimed album “The Suburbs”. Its an engaging experiment that sets a new standard for music videos on the web.

You can view the trailer below or you can check out the interactive video here. And find out more about the Chris Milk here.