To begin we wrote out the story in pieces, and knitted together using themes of love and loss.

Once the story was locked, we storyboarded every scene and turned those into an interactive animatic on the Treehouse platform, where we could test and refine the user experience.

As the the production progressed, we began fully animating each scene and creating custom UI buttons to update the interactive experience on Treehouse.

The final interactive music video was published on Coldplay’s website (coldplay.com/ink).

1 million interactive views

1.52 views per viewer

70% engaged users

3 million youtube views (“Official Fans Cut” Created from the most popular story selections in the interactive video).

There was a huge amount of engagement across all social platforms of viewers sharing the story they created, reflections from their personal lives, as well as their interpretation of the narrative.

Major coverage from blogs and publications including: Fast Company, Pitchfork, Rolling Stone, MTV News, The Wall Street Journal, Stash, Billboard, Stereogum, DIY Magazine, Little Black Book, Mic, and many more.