Molson Coors is launching its newest brand, Coors Altitude in a bold new way. The brand collaborated with the up-and-coming Canadian indie rock band Young Empires to create an interactive music video experience featuring a never-before heard remix for their latest track, So Cruel. Give it a try here.

The vertically scrolling video follows lead singer, Matt Vlahovich, as he climbs through seven layers of a fantastical black and white world to reach the ultimate party on the mountaintop with his bandmates.

“Coors Altitude is about creating unforgettable experiences and tapping into your alter ego,” says Sara Ross, Brand Manager, Coors Altitude. “Collaborating with Young Empires made sense to help bring the brand story to life through a visually rich and interesting experience for consumers.”

The high-production, monochromatic video allows viewers to scroll up or down to navigate their own way through Matt’s journey. Multiple layers in the experience have something to discover with hidden, clickable easter eggs of content.

“Coors Altitude gave us a great opportunity to collaborate and shared our creative vision along the way,” says Young Empires frontman Matt Vlahovich,

The launch strategy, video and interactive experience was developed by Coors Altitude’s agency Rethink and brought to life by many partners including Tendril Design + Animation Co. and Supergroup Sonic Branding Co.