We follow Aloe Blacc and his troupe through the hallways and ballrooms of an iconic Los Angeles hotel. Viewers get to select their own path through the story and the space, creating both a unique filmic journey, as well as a unique soundscape. It’s part Sleep No More, part Russian Ark, as Steadicams allow us to be up close to the main characters. There’s Aloe, who begins with a small brass band on the roof, then takes an elevator down to the ground floor and explores the various performance spaces. Hannah rushes through the bustling kitchens, late for her final dance rehearsal. Nick the PA moves from set to set, checking and facilitating. And Leo just dances everywhere he goes. The four characters, whose paths cross throughout the film, meet in the grand atrium for a meticulously choreographed climax.

Lincoln and Aloe Blacc collaborate to reimagine the traditional music video as an interactive cinematic performance. You’re invited to explore your own custom narrative in realtime. Immerse yourself into four unique visual and sonic journeys and switch from one to another, as your POV follows individual performers through an iconic Los Angeles hotel during a meticulously choreographed production of Love is the Answer.

Over the duration of the media buy, there was a 53% increase in traffic to Lincoln’s shopping web site, and the experience has been viewed over 660,000 times. And, to evidence that we created some pretty engaging content, we achieved a Video Retention Rate of 144%, given that people have spent an average time of 6:16 minutes on a 4:20 minute video.