Mattis created a set of GIFs which visualised the tracks via two alternate stories that run parallel to each other online, with the ability to switch between each one.

As each GIF ends a cue in the soundtrack triggers a new GIF appearing. Users can interact with the GIF-novel, choosing which story they want to follow, by hitting the space bar between each track. At the end of the experience, users can listen to the unreleased tracks in full.

The GIF-Novel is best viewed on desktop but the creative was also mobile-enabled, with a swipe mechanic for switching between stories.

• Spontaneous awareness up from 11% to 16% in our three target cities (London, Leeds and Manchester), with consideration up to 35%

• Advocacy shown through strong dwell time of 3 minutes 35 seconds for the GIF-Novel and social media engagement rate of 4%

• Contributed to an increase on trade sales up +1.5% in volume on a 12 month MAT basis

• Generated 12,476 views through earned media. Demographic of traffic was 53% 25-35 males

• Social media UK reach totalled 6 million

• Off trade up 10.8% in volume on a 12 month MAT basis