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Leave it up to Pharrell to push the concept of what we know a music video to be. Today, the renowned producer delivers the first ever 24 hour visual for his Despicable Me 2 track “Happy.”

Vexed? Confused? Well, this isn’t rocket science. Skateboard P essentially used days worth of footage to create multiple treatments featuring different locales and an array of starring subjects.

The idea behind this, while simple, is effective because of it’s seamless execution. Pharrell premiered it via a specially made, interactive website coined 24 Hours Of Happy that allows viewers to select what point in the day they’d like to see. Yes, the shots are in sync with actual daylight and nightfall times.

Recognizable folks like Odd Future, Magic Johnson, Steve Carrell and Jamie Foxx all show face at various points in the timeline.

See a few examples of “Happy,” the first ever 24 hour music video, below. See the full product here.

Photo: YouTube

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