Eko’s ‘That Moment When’ is an interactive comedy series all about social awkwardness



A brand new video collection known as That Moment When is just about my kryptonite. And I imply that as a praise.

See, I’m the type of one who has to observe exhibits like The Office with my fingers over my eyes. Violence? Gore? Monsters? All high-quality. But introduce any embarrassment or social discomfort, and instantly I’m cringing.

That Moment When has loads of discomfort, and it doubles down by forcing the viewer to take part. The present was produced by interactive video startup Eko (formerly known as Interlude) in partnership with Sony Pictures Entertainment and manufacturing firm Olive Bridge Entertainment.

Founder and CEO Yoni Bloch famous that that is Eko’s first launch with Sony, which invested in the company last year. The present was created utilizing Eko’s Studio product, and it’s designed to indicate off the startup’s method to storytelling.

One of the important thing components, Bloch mentioned, is the truth that there are “no wrong answers” and “losing is just as much fun as winning.” In reality, he’s seen some viewers return and deliberately attempt to make dangerous decisions, as a result of it’s funnier that method.

What’s most spectacular in regards to the collection is how the interactivity is totally baked into the story, moderately than feeling like a gratuitous addition. (It most likely helps that the episodes are about 5 minutes lengthy, so the gimmick doesn’t put on out its welcome.)

Created and directed by Sandeep Parikh of The Guild and The Legend of Neil, That Moment When follows Milana Vayntrub as Jill, who desperately struggles to recollect a forgotten pal’s title at a celebration (in episode one) after which has to take care of the embarrassment of getting dumped in public (in episode two). As every episode performs, the viewer has to assist Jill out, choosing how she ought to reply notably powerful questions — and in addition, sometimes, taking part in different mini video games.

That Moment When is being launched on the Eko website, and it’ll even be distributed via different channels like Facebook.

“We don’t really care where you watch it,” Bloch mentioned.

And whereas the present is free, it contains what Eko calls its “sparks” advert unit — video advertisements which might be better-integrated into the story than your customary pre-roll or mid-roll. For instance, the corporate says it may present viewers a optimistic advert after viewers have made the fitting resolution to assist Jill.





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