What's Killing You?

Watching it might send you into an epileptic fit, but the idea behind the video for the new song “Don't Fucking Tell Me What to Do” from Swedish pop star Robyn is a pretty good one. The video is the first of its kind, a 3D video using no cameras, written entirely in code, with much of the content fed by fans via a Twitter feed. The video is a unique experience with every view as it re-generates with each loading of the URL.

The first portion of the video features a visualization of Robyn’s lyrics in 3D. The remainder of the video is created by users themselves who tweet what is killing them using the Twitter hash tag, #killingme. These tweets are themselves visualized and credited to the user. The video has the potential to become an infinite video as users can continue to add on to the endless stream of #killingme comments.

The concept was originally developed by Mary Fagot, Creative Director for Blip Boutique and the web development team at Stopp Web in Stockholm, lead by Project Manager & Creative Thomas Bjork. The Stopp Web development team were experimenting with Anaglyphic 3D at the time, providing a perfect opportunity to visualize all the things that were killing Robyn. The desire to involve fans in an interactive experience lead to the incorporation of the twitter feed to give the chance to see the things that are killing them visualized in Robyn’s video.