We’re big fans of inventing new ways to utilize media. Taking something to which people have become accustomed and shaking it up is a good way to stand apart from your competition. Do what gets talked about, right?

I think there’s a natural progression pattern in media: introduction > early adoption > maturity > manipulation. It’s kind of a Darwinian way to look at things. Now that YouTube has reached maturity, emerging are several creative examples of its manipulation. Here are two that have done so beautifully.

First there’s Yooouuutuuube. It allows you to watch videos frame by frame simultaneously. Why? Because it’s awesome, that’s why. Here’s a screen shot of one of my favorite spots, by Sony:

Watch the video.

Another site, which can be filed under “wish we’d done that,” is for Charlotte, North Carolina, ad agency BooneOakley. Rather than the typical drivel most agencies litter the web with, this site tosses convention aside. Instead, it’s built entirely in YouTube. There are not enough superlatives to describe it. See for yourself.

Intelligence (or what many label too often “genius”) is merely looking at things differently. Come on kids. Let’s invent.