The Wilderness Downtown

Client: Google Creative Lab

Interactive music video

The first web experience to match the emotional power of a song

A great song sticks with you — it hits an emotional chord that few other art forms can. Working with Arcade Fire, director Chris Milk and Google Creative Lab, we challenged ourselves to create a web experience that matched the power of music.

The Wilderness Downtown is an interactive music video that dynamically incorporates the viewer’s childhood home. It uses the Google Maps API to pull imagery from your hometown, so the streets in the experience are the real ones you grew up on.

The Wilderness Downtown showcased the emotional possibilities of the web and ushered in a new style of storytelling: videos designed to be uniquely personal to each viewer.

“Straddling the line between technical pizzazz with good old-fashioned emotional storytelling.”


“B-Reel continues to crank out an impressive array of creative technology mashups.”

Fast Company

“The We Used To Wait site is another huge step forward into an interactive future for music videos”

Creative Review
  • AICP Next
  • Andys x2
  • Cannes Lion x2
  • Clio
  • D&AD x2
  • FWA x2
  • One Show x3
  • SXSW x2
  • Tomorrow
  • Webby x4

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