Thom Yorke
ANIMA Projection Campaign

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New York City

Revered British record label XL Recordings reached out to Optical Animal for production help to carry out a city-wide projection campaign in New York for Thom Yorke's latest record, and 'one-reeler' film, titled Anima.

The projections featured content developed by longtime Yorke collaborator and visual mastermind Tarik Barri, whose gorgeous kinetic compositions provided an extended vocabulary and context for the world of the album.

The campaign built on the myth of a mysterious, shadowy company called Anima, claiming to have developed a new technology able to record and preserve one's dreams. The projections were presented as ads for the company, offering a working phone number to call to learn more, extending the surreal experience and leading people further down the rabbit hole.