Pharrell Williams has tapped the San Francisco-based agency behind last fall's Halo 3 launch to create an interactive music video in the style of an integrated campaign to hype his latest single. As a result, the creatives at T.A.G. are itching to do more work for the ailing music business.

Last December, the conceptually-minded rapper/producer approached HSI Productions with the idea of doing something different for his band N.E.R.D.'s latest single, "Everyone Nose". When he began referencing recent Nike and Xbox campaigns, HSI VP/EP Rebecca Skinner suggested he approach T.A.G.

"Agencies can take a role beyond just a video. In this case T.A.G. brought not only the video concept but the interactive tie-in by introducing the idea of the website," says Skinner. "The experience was interesting and somewhat of a struggle because the process was new and quick - we kind of expected that."

After speaking with Pharrell, CDs Scott Duchon and Geoff Edwards asked their creative department to pitch treatment ideas and chose one by AD Aramis Israel about a hot hipster girl's gradual dishevelment during a night of partying.

"As opposed to trying to slide into a world that's unfamiliar, we decided to go about our business and treat it like we treat everything else," says Edwards. "We want to do more things [outside of advertising]. There are a couple of projects like this on the backburner that we may indulge in too."

Co-directed by T.A.G. and veteran vid director Diane Martel and shot in a New York club with 100 revelers, "Everyone Nose" is an orgiastic party video that ties into photo site lastnightsparty.com and its own campaign-style website featuring extended clips as well as links to sites where viewers can buy the track.

Initially, MTV refused to run "Everyone Nose", not because of its softcore vibe, but because of lyrical references to cocaine. When the website received 5,000 hits in its first week, the channel relented and aired a clean version with the URL chopped out - something that frustrated T.A.G. and Skinner. "All artists want their videos to be seen on as many platforms as possible," says Skinner. "However MTV is not what is used to be - yet another reason why the online component to this is important."

Everyone Nose http://www.everyonenose.com
T.A.G. http://www.mccannsf.com
HSI Productions http://www.hsiproductions.com