In Masashi Kawamura’s new music video you can electrocute a man, put mustard on a hotdog and scratch vinyl on the decks – all with the tip of your finger.
Made for Japanese pop princess Namie Amuro’s track, “Golden Touch”, the video invites viewers to place their index finger on a supposedly interactive button on the screen.
As the video plays, a colourful world of cleverly composed images explodes from the tip of your finger. You pop a balloon, spin a basketball, press a clown’s nose. Well, not exactly – all those things would happen even if your finger weren’t there. Kawamura has simply created the illusion that you are the one in control.
It’s a fun game that conveys the message of the pop star’s song with light-hearted creativity.
“We wanted to create a music video that allows you to virtually experience how it feels to have a ‘Golden Touch’,” says Kawamura, the creative director at creative lab, PARTY. He co-directed the video with Kenji Yamashita from LOGAN, an award-winning creative production studio based in New York and Los Angeles.
