ARTIST: Thom Yorke
CLIENT: XL Records
SERVICES: AV Production
VISUAL PROPAGANDA TO BUILD A BUZZ OF EXPECTATION FOR THOM YORKE’S NEW ALBUM and netflix special, ANIMA
Creative Giants were enlisted by XL records to promote the release of Thom Yorke’s long-awaited third album, Anima.
Working with Tariq Barr, long time collaborator of Thom’s, we created a viral campaign that reinforced the central message of the album and the accompanying Netflix special of the same name.
Working with our artists, we used video mapping technology to high-jack several London landmarks, illuminating them with a series of cryptic statements and artworks. Each piece of art was unique and designed to work within the confines of specific locations.
Mysterious words appeared on small buildings alongside larger, more immersive art work on some of London’s key landmarks. As individual pieces they triggered interest but combined together they created a breadcrumb trail of uncertainty and unpredictability.
The campaign went viral as spectators around the city became intrigued by the mysterious Anima.
“If you suffer from anxiety it manifests itself in unpredictable ways, some people have over-emotional reactions. [For] some people the roots of reality can just get pulled out, you don’t know what’s happening. Then eventually reality comes back.”
Thom Yorke on Anima