A strong graphic style had already been created for the sleeve artwork by Studio Output, and this was taken as a starting point for the video. The characters animations were developed using a combination of 2D and 3D techniques, allowing for full lip-synching and fluid movements. Their fixed positioning throughout reinforces the visual link back to the original artwork, and gives impression of one long continuous take. The Flash animation was dropped directly to tape for broadcast, whilst a player was developed to add 'send to a friend' functionality, e-comm links and tracking to measure reach. Upon release the video was picked up and included in the MTV playlist, whilst the Flash version accumulated over 4.5m full plays in just six months, and generated over 60,000 referrals.