https://www.biffyclyro.com/opposites

Biffy Clyro are one of my favourite bands on the Warner Bros roster so it is an absolute pleasure to work on their campaigns.

At the end of October we revealed the artwork for Biffy Clyro’s new album, ‘Opposites’. We wanted to use the reveal as a way to engage fans so I briefed Powster to reveal the artwork as fans tweeted #BiffyOpposites. Powster did a great job animating Storm Thorgerson’s art. The album cover would animate as tweets rolled in but only revealed as much artwork as there were tweets. Profile pictures of all the fans appeared in a crowd underneath the artwork reveal.

We set the total number of tweets to 10,000. Expecting fans to take a few days to unlock the full artwork. Instead, they powered through the challenge and revealed the cover within 15 hours.

The campaign was incredibly well received by fans and the band loved it too. I met them a few days later and they were very appreciative of the work that went into it. That kind of job satisfaction is hard to beat.