This music video for C-Mon & Kypski’s ‘More or less’ is a constantly evolving piece of footage made up from individuals’ webcam contributions.

The music video comprises a series of choreographed dance positions and movements that people mimic in front of their webcam. People can go to the site to make a submission. The site automatically identifies a frame within the video to be replicated. Cleverly, the frame you’re replicating is overlaid onto your webcam feed so that you can line yourself up perfectly. It then count downs to take the snap. Once you’re happy with your pose you submit it and it becomes part of the music video.

People can then send on their version of the music video to friends plus share using all the usual mechanics.

And here’s the current result:

One Frame Of Fame, directed by Roel Wouters & Jonathan Puckey, with tech by Martijn Pannevis.

Via.