We teamed up with Sony Music and the Estate of Michael Jackson to create a truly groundbreaking music video in celebration of the song “Behind on the Mask”, released on the artist’s 2010 posthumous album Michael every shot in the video is 100% fan-contributed.
In the spirit of Michael Jackson’s pioneering music video style, and in celebration of his highly motivated and loyal fanbase, we wanted to give anyone and everyone a chance to participate in the project – no special equipment, musical talent, or production skills needed.
The website interface allowed users to select which role they wanted to play by choosing from a wide variety of templates. By uploading their own video or using the computer’s webcam, fans around the world lip-synced, orchestrated crowd shots, and submitted dance moves from moonwalks to toe stands.
The intuitive, easy-to-use website interface logged contributions according to the precise moment they were to occur in the song, helping build the roadmap for our editors to quickly assemble the final product. Director Dennis Liu selected the top 1,600 clips from more than 15,000 submissions, and wove them into this historical work of Michael Jackson video art. The final result was a completely crowd-sourced music video echoing Jackson's global presence and honoring his lifelong embrace of creative technology.