This is an awesome interactive trailer that (friends of ODF) WireWAX and the BBC have created for the new series of Luther which starts on 2nd July. I really like it. It's fascinating how formats such as dynamic tagging can allow stories and narratives to be constructed in such a way that people can really explore them in their own way through a single piece of content. Or rather I should say through multiple segments that all run off from the main overarching story. Like the 'tunnels' that Nike created in their amazing My Time Is Now interactive spot. Or the previous WireWAX/BBC collaboration, BBC News' Deepwater Horizon interactive documentary. This idea has lots of applications, and I think we're only at the start.