The project set out to support the release of The Pet Shop Boys song Integral.



The whole piece was a protest against the erosion of civil liberties, especially the introduction of ID cards in the UK. We worked closely with the likes of the charity NO2ID and political activist and comedian, Mark Thomas.



We chose to mirror and enhance the pet shop boys use of bar codes in their live performance of the song, by using qr-codes ( bar codes that can contain urls, created to be read by camera phones ) . This allowed us to mix the indelible nature of film with the flexible qualities of the web. We subliminally integrated over one hundred of these links into the promo. As it was a web only release, viewers could easily navigate the film frame by frame to find the qr-codes. The embedded links were to existing web content about civil liberties, as well as specific content created by No2ID, Mark Thomas etc. where people could participate in specific campaigns.



We made two versions of the video.



The first is a low resolution black and white version created for small screen environments.



For a more cinematic version we printed out the first video and then shot it stop frame in relevant locations.