SingTank music video features interactive twist

Henry de CZAR is surely rolling out a crowd-pleaser with this new interactive video featuring the French indie rock band SingTank. The song Give it to Me is taken quite literally, with viewers able to decide the fate of each man the singers meet. Whether they go on to live or die, it's all in your hands. Producer Amandine Le Drappier and director Barbara Soumet-Leman found the man-hating idea perfect for this special project.

Originally, Singtank wanted to make a music video based on the girl power found commonly in 60's film; put simply, they wanted to fight men. The creative team picked up on it immediately.

"Our inspiration came from movies such as Tarantino, Robert Rodriguez, and Russ Meyer for the art direction. A universe where a woman has taken the power and takes her revenge on a man. That's the reason why Alexander, the male member of the band, is shown as a travesty,” explained producer Amandine Le Drappier.

However, the band anticipated a classic music video. Instead, they got an interactive story, where viewers could decide if the men live or die. This type of forward role in the plot would hopefully create a more residual relationship between the band and their fans.

“At Henry we try, on every project, to find a digital approach. Offering new experiences that really engage people is what I find the most interesting today,” said Le Drappier. “We wanted to offer people ‘a life experience’ with people they like, in this case the band, through the music video.”

The end result is a two version video (kill and don’t kill) made in under three weeks. Now, what will you decide?