We created the sound design for the entire interactive online experience. The user was required to sonically flow seamlessly from the film into any rabbit hole or player profile. The sound design gave the user a sense that they had control of the film as we employed audio techniques to convey the idea of time standing still through user interaction. A sonic palette was created and employed across the whole film and interactive elements to create a unique soundscape bespoke to the whole online experience. The film was viewed over 20 million times on YouTube and became the biggest online commercial of 2012.