Some clever hacking of the application allowed users to preview tracks from the album in the very areas of London that inspired them. As well as being able to move around as you would in the normal Google Street View, red arrows were placed in nine different London locations (one for each track on the album), each pointing to a different location off the road.
Users could then click the arrow to find custom panoramic photographs of the band, shot at night by James Royall.
“The images feature the band and a group of their fans performing surreal activities which have cryptic meanings relating to the songs,” Phil Clandillon, a creative director at Sony Music, explains. “The locations are normally unavailable on the regular Street View,” he continues. “Our modified version of Google Maps allows useres to enter into these locations and make the transition from light to dark so that fans can explore the band’s atmospheric vision of London at night.”
Creative Director – Phil Clandillon / Steve Milbourne
Photography – James Royall
Development – Davex
Project Manager – Alex HcHugh
Senior Developer – Gary Benade
Lead Developer – Dave Keen
You can download the full version of the Creative Review Annual 2010 for the iPhone from the App Store.