iTV Report: The making of the Chemical Brothers.

The idea for the Chemical Brothers' album launch came to Weapon7's creative partner, Simon Smith, and Mark Brown, the strategy partner, after a night of ethnological research. In a club.

The team heads over to Virgin Records to give our digital revolution presentation to the marketing department. The idea is to open minds and debate the power of the digital TV medium. The marketing people seem interested: heads nodding, not many people daydreaming. We get to the end and they cut straight to the chase: how much and what are the timescales?

OK, seems like it's all too expensive and the timescales too long. However, having worked with the industry before making interactive music videos, we know we can make things happen.

Ben Curwin, the marketing manager at Virgin, mentions the upcoming Chemical Brothers album is called Push the Button. We say: 'If we can't make an interactive ad with an album called Push the Button aimed at the digital generation, then there is no f*&*%*g hope.' All agree. We have something to work with, time to leg it.

Week one - it starts

Briefing: now that the idea of doing something is real, time to make some things happen. Get over to Virgin to discuss options. Budget on this campaign is small but that just means we have to come up with something better than interviews and a 'making of the ...' video. Going to have to get under the skin of the target audience.

Consumer immersion: a great excuse to do some ethnography. Mid-week club crawl round London. This audience is switched on and connected; a great opportunity to do something breakthrough. 'People really want to listen to the music, baby.'