Ok, this is a weird, graphic and exlicit music video (forewarned is fair warned).
The video follows rapper Killer Reese One through a typical: breakfast, kids, work and,well, killing people.
Beyond the video, there's an interactive experience that lets you become one of the characters in the movie (suggest you watch the video first for full effect). I'd love to know the stats on the site - viewers, engagement, etc. It's a bit of work for a fairly small/short payoff that you can't share. It's got half the elements to "go viral" -- provocative participation. The other half would be easy sharing.
Anyways. Here's the gist:
