In the future, we believe all videos will be interactive. They allow for a much richer content experience, and one where viewers control what they feel like seeing. To explore the relationship between a host of related brands offering interconnected services, we developed an interactive video experience for Cox Automotive Canada. Users were able to get the key messaging points from the main video, but “pause” or “interrupt” the video any time an interactive hotspot caught their attention. The interactive experience let users dive down a series of “rabbit holes” for a deeper brand and product exploration, which included other embedded videos and other content. Yet, the navigation was simple enough they could always easily find their way back to the main video.