Youth culture streetwear brand Been Trill have collaborated with visual artist Pretty Puke to create an interactive 360-degree video to showcase their latest Coca Cola capsule collection.

The continual bombardment of traditional advertising as an inauthentic nuisance is overwhelming for many: audience's attention must be earned. This advent is not lost on brands that both recognise and identify with their audiences shifting attitudes. They’ve quickly realised that more fluid, innovative routes of engagement must be sought.

Boundary pushing streetwear brand Been Trill, (a collective who used their online credibility as a vehicle for expansion into apparel), has fittingly turned to visual artist Pretty Puke in order to shoot their latest collaborative capsule with Coca Cola. The artist's work successfully conveys the grimy aesthetic captured only after dark, while also offering something akin to a commentary on youth culture.

The resultant 360-degree interactive video is shot in an anonymous cart on the New York subway. Been Trill graffiti and Coca Cola branding adorn the walls as the characters actions are backed by a glitchy, disorienting soundtrack. The short scene is best viewed on mobile phones – a move that acknowledges the migration of content from screen to handset – as the ability to tilt and shift the screen allows viewers to focus in on an area of the screen or item of clothing.

Rae Sremmurd, in collaboration with Doritos, recently created a similarly interactive video that required four screens in order to be viewed. While Balenciaga’s Fall Winter runway show was served up in an immersive 360 degree view.