Independent music juggernaut Sub Pop Records approached us with a unique challenge. Create a video to introduce a popular Swedish band Niki & the Dove to people in the US. We viewed this as an opportunity to support one of our key beliefs that content must have intrinsic sharable value, created by cultural currency. In this case, the value was in visibility and awareness. We aimed to design a piece of cultural currency to connect and compel people to share the content.

We set a creative approach and technical execution that would be rewarding to the band and label in the form of viral exposure. It worked. Hitting over 130k views within the first week, wide press coverage included Wired Magazine stating “spectacular transformations” that resulted in “a rewarding head-trip.” As well as a feature on the Vimeo homepage. Created for the small screen, the video made a big screen debut via Vimeo for interactive, music and film at the SXSW festival and other film festivals around the world.