A few weeks ago, donottouch.org went live and viral, and unbeknown to probably most people who visited the site and played along, it has resulted in probably the simplest tech-led music video we’ve seen.
Donottouch.org was in fact a crowdsourcing project that welcomed many thousands of visitors to its page, recording them as they used their mouse cursors to follow certain instructions live. A video was played each individual responded to what they saw on screen. They were asked to follow enigmatic pathways and moving targets, indicate their age and sexuality, and to work together to form various shapes – all of which created a fascinating swarming effect which was both beautiful to watch, and quite behaviourally insightful.
We love the simplicity of this work. It’s hugely inclusive; participation could not be any easier, and as it turns out, it’s done a brilliant job of promoting the song online.