It's been a great week for innovative and visually stunning music videos and now Pharrell Williams just topped the rest with the first ever 24-hour music video for his single "Happy."
The song is off the soundtrack for the film "Despicable Me 2," which was released in July, and the video, which can be seen here, went live on Friday, Nov. 22.
The video features Williams dancing and lip-syncing to the song at the top of every hour. His performance is then followed by 14 different videos of people dancing within the hour.
Viewers of the site can click through the different clips or just watch from the current time of day. When users hover their mouse over the website page, the video has an overlay of a clock face with the time the video is set and the ability to share the specific moment in the video on Twitter and Facebook.
There are a few celebrity cameos within the videos including Steve Carell, Jimmy Kimmel and a few of Gru's minions from the "Despicable Me" franchise (seen at 5:32 a.m). The concept for the video came from Williams and the directing team We Are From L.A. (WAFLA), according to Fast Company. Williams talked to the magazine about creating the video.
Filming took 11 non-consecutive days, according to the magazine, and two days were just dedicated to Williams' 24 videos featured at the top of each hour.
"WAFLA's intention was always to make the video feel as alive as possible," Williams told Fast Company. "It was clear they were really good at making things feel real even when they're cinematic."
Earlier this week, an interactive music video was released for Bob Dylan's 1965 hit "Like A Rolling Stone". The online video, which was made to look like a television, allows viewers to flip though 16 channels, which feature programs and parodies of shows lip-syncing to the lyrics of the song.
Katy Perry also released her music video for "Unconditionally," which uses abstract imagery and was inspired by films like "Dangerous Liaisons" and "Anna Karenina."