words // Brennan Hiro Williams

Earlier today, Jordan Brand unveiled a new video promoting the CP3.V, Chris Paul's fifth signature shoe. At first glance, the 16-second video is abrupt and bizarre. Upon closer inspection, a link in the video description invites viewers to go deeper and "take control of the viewing experience." A video game-like flash page appears, requiring the user to find a series of hidden clues in the form of various video clips and images. In this sense, the 16-second clip is just the tip of the iceberg for an integrated consumer experience that is far more in-depth (though still quite bizarre).

Don't take my word for it. Have a look for yourself in the video below: