With the launch of their new album ‘Heligoland’, Massive Attack created 7 original short films to compliment the music, created by some if the most talented independent directors. These audio visuals orientated around various synopsis, included impactful subjects such as bull fights and the biography of a porn star.

In respect of this, Lucid Online deployed an independently based Twitter initiative to exclusively broadcast the media to users. This created a dynamic and engaging experience, where users log in to the ‘Tweatre’ with their Twitter accounts, navigate the content, and can directly ‘tweet’ about each video from within the platform.

This sentiment driven activity falls in line with the nature and intention of the films, directors and music itself – to spark emotion, passion and thought within viewer’s minds, and provoke a response, one which they can express through a tweet to a global audience. This creation of conversation through social channels is the key directive element of the campaign

The aesthetic visualization of the site tributes the direction of the artwork and movement of the music and films; the reference to the album is through the platform itself, and messaging is delivered only as a subtle attachment.

Read our blog post on placing content with conversation on our Digital Blog