Jez Hughes

Massive Attack – Heligoland Tweatre

I had a lot of fun doing this project, and it was great to work with an artist like Massive Attack who i have a lot of love for. This initiative was also nominated for ‘Best Digital Artist Tool’ in the Music Week Awards 2010. For this particular site i conceptualised the platform and experience, as well as designing the body and UI with the development been sourced.

The site was the focus for social distribution of new video content under the new album ‘Heligoland’, and averages around 20%-30% return traffic referral from automated and user generated tweets on Twitter, proving its virality and value.

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 – Lucid Labs

With the launch of @anywhere a couple of months ago, development of platforms like this has become slightly easier, and although a private Auth is required to lock in the videos, the direct tweeting from them is best done with the Tweet Box @anywhere script now. Hopefully i’ll get to explore a bit more with this in another instance soon to further value the concept.