Hugo Boss is using an interactive Youtube video to promote its latest fragrance, Hugo Just Different. The video, created by artist Marco Brambilla, enables a person to reveal content in the video by moving their head from side to side as they watch it.

Before the video starts, the viewer has to help the software understand the movement of their head. Once their head movement is synced, they can then watch the video and tilt their head during it to make different layers of visuals appear.

Brands have increasingly been offering a more diverse and interactive experience on their Youtube channels, such as the French Connection Youtique campaign late last year. In the new Hugo Boss video, the brand has experimented with new ways to make its media content even more engaging using interactivity. We look forward to seeing more online campaigns that put the directing in the hands of the viewer.