For the brand new video from the Elwins for "Forgetful Assistance," director Michael Schmidt took four iPhones and created what could become a viral video hit for the Ontario-based alt-pop band. While the video does a great job of selling the band's catchy new single, it could also double as a great ad for the ubiquitous smartphone.
The brilliant thing about it is that it's essentially a video within a video. Scenes shot for the video are played off four iPhones and one iPad, and the devices are led through a choreographed "dance" around the screen as the video plays out. According to the band, the video required three months of preparation and 19 takes to complete.
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Listen to the Elwins on CBC Music
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