Radiohead Kid A Mnesia Collection | Digital Filmmaking
Kid A Mnesia — Conceptual Promotional Campaign
Speculative Client Project | Creative Direction, Design, and Video Production by Daniel Luke Ross
For my third university project, the brief was to select a speculative client and promote an upcoming release through three distinct creative approaches. As a long-time fan of Radiohead, I chose to centre my work on their then-upcoming re-release Kid A Mnesia - a joint anniversary edition of their seminal albums Kid A and Amnesiac.
Timed with this re-release was an ambitious digital element: a virtual museum experience that allowed users to explore the surreal artwork of Thom Yorke and Stanley Donwood in an immersive, interactive format.
The challenge was to craft promotional material that respected the band’s unique aesthetic while delivering engaging content across different styles. This project was a chance to experiment and build a campaign that reflected Radiohead’s experimental style.
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The first in a series of promotional films for Kid A Mnesia, this piece was open to creative interpretation, with the only requirement being that it effectively promoted the product.
For my concept, I reimagined the official Kid A Mnesia Exhibition trailer by blending it with footage captured around Aberdeen’s urban graffiti spots. The goal was to merge the raw, expressive energy of local street art with the haunting, surreal visuals associated with Radiohead’s album artwork - creating a bridge between the band’s aesthetic and the real world.
This approach allowed me to explore visual juxtaposition, texture, and mood, while reinforcing the themes of isolation, abstraction, and reflection that are central to the Kid A and Amnesiac albums.
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The second promotional film in the series followed a strict creative brief: use only typography and three colours to promote the product. Beyond these limitations, creative freedom was encouraged.
I chose to create a lyric video for Radiohead’s track Idioteque, envisioning a campaign where lyric videos for key songs from both albums could be gradually released leading up to the Kid A Mnesia anniversary. This approach aimed to steadily build anticipation and engagement within the fanbase.
The project challenged me to communicate energy and emotion purely through type, colour, and timing. An attempt to capture the song’s urgency and rhythm while maintaining a cohesive promotional message.
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The final film in the promotional series was designed as a testimonial, presenting the perspective of a fan or consumer of the chosen artist.
This piece remains my favourite of the three. It aims to capture an authentic Radiohead fan’s experience and emotional connection to the band’s music. Through this personal lens, the film highlights the deep impact and meaning the Kid A Mnesia release holds within the fanbase.
This part of the project allowed me to explore storytelling through intimate testimony, creating a heartfelt tribute that resonates with the viewer.