A 3D web experience to put music fans in control

Moving Brands has created an interactive 3-dimensional music video for breakthrough band Duologue’s new single Machine Stop. The web experience was created to allow fans to take control of the band’s performance.
View the Director’s Cut below, or visit the official site in a Google Chrome browser for the full interactive experience.
Our pioneering approach has been recognised by Google, with the project featured on their Chrome Experiments site – a showcase of the world’s most creative web experiments. The site has also won the FWA Site of The Day award.


We were approached by Duologue’s management company Everybody’s to support the band’s intention to create something unique and interactive. We looked to alternative ways in which the band’s performance could be captured and distributed, allowing their fans unprecedented control of their final performance.

“Moving Brands do stuff other people haven’t done – before anyone else thinks to do it. That’s why I’ll always come to them with my artists to see how we can collaborate on being innovative. This Duologue video is an immense example of how technology and music can be fused into a new kind of web-only video that is way more than the sum of its parts.”

Adam Tudhope, Everybody’s Management

The resulting concept was to capture the scene as moving 3D data, using Kinect cameras and purpose-built software and hardware. This supported the lyrics of Machine Stop, which deal with confused vision and lack of sight. The musicians and renowned choreographer and performer Jean Abreu appear in the film, embodying the lyrics as powerful, mechanistic, data silhouettes.

We invented an end-to-end system that would support the challenge of filming, editing and hosting a film created from over 1.5billion lines of raw data.

We used the Microsoft Kinect and open source software to build a program that captured both colour footage and 3D depth information. 3D printing custom clamps in the studio allowed us to experiment with handheld and tripod Kinect filming styles. We developed additional software to process the data into an editable format, encoding the depth data as a colour movie and adjusting the frame rates from variable to fixed rates.



The film is shared as a visceral web experience, in which visitors can influence the angles and depth of the film, switch between shots of the dancer or the band, or kick back and watch the ‘Director’s Cut’ view.

The custom-built site combines javascript, html, css and shader language to display a complex movie with over 30,000 points running at 25 frames per second. Pushing the limits of browser capabilities, the site is viewable only in Chrome.

Launched in mid June, the site was premiered on Wired and Creative Review. It has since been featured on the Chrome Experiment site – Google’s showcase of the most creative web experiments, and has been awarded both Site of the Day and the Public Shortlist on the FWA site – the “most visited website award program in the history of the internet.”

Listen to the single on Spotify or buy the single on iTunes.