The new Arcade Fire video "Just A Reflektor" is more than just that. Yes, you're encouraged to let the browser turn on your webcam and then you go to a special URL on your mobile device so you can hold it aloft and see it impact and get reflected on the screen. But, it's also a showcase for several impressive and processor-intensive technologies that you can go back and explore more in-depth. It's also a tool to bring light to Haiti, a place where the band has previously focused charitable efforts.
But, the main effect if you do as you're directed is that you're forced to pay attention: Your computer is tied-up to create the video effects and your iPhone (or whatnot) is pointing away from you, for once, and you realize that this may be the first seven minutes in a long time where you're not checking your email or otherwise distracted.
And that is the neatest trick of all...
The trailer is embedded here, but it barely scratches the surface of what this video is all about, so visit justareflektor.com
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