Andi Smith

Working with Tidal

2015•Director of Web Development on behalf of AKQA

I worked as part of the team who developed the interactive experience for the Tidal exclusive Usher single Chains. The experience details the struggles of police brutality and racial profiling and uses facial recognition technology to check if the viewer is watching. If the viewer looks away, the video stops and a message is displayed to encourage the viewer to keep watching.

The release of the experience was featured on entertainment and news sites across the world, and the experience won a Cannes Bronze Lion in 2016.

Learn more

• Tidal - Chains (sadly doesn't work anymore)
• Wikipedia - Chains