The Pull
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Yesh // VII

The Pull cast this music vide and interactive web experience for musical artist Yesh and directing duo Rubberband. The video tells the story of a matriarch of a family passing away, and examines fifteen moments surrounding this period. The narrative is told through three generations of women— the grandmother, her daughter and the mother of a young adolescent daughter. In addition, an website serves as a second home for the video which recognizes your IP address so that every time you visit the site it generates an entirely custom re-edit. Conceptually, it plays on the idea of memory and how our memories come to us in entirely unpredictable and nonlinear sequences. It has roughly 6.2 billion different permutations, about  one for every human on earth.