We started working with McFly in 2009, when we were asked to create a visual campaign for their new album, which was released in November 2010. Little did we know at the time that this would result in an almighty project; the invention of a completely new online band experience in the form of McFly’s ‘supercity’ website, a suite of video clips to announce the site and complement the band’s various TV appearances during the year, and a sleeve campaign that involved art direction, production and post-production of a series of pastiche super-hero movie poster images, with top Hollywood photographer Nels Israelson. Working closely with the band, Island Records and their management company we set up a two day photoshoot, partly on location in the hidden corridors and engine rooms of London’s Southbank Centre and a one-day green screen shoot to capture the action imagery of the band members we needed to create the would-be movie posters. For the website, we combined with our strategic web partners, The Unit, and set about designing our own island, which was to act as the virtual headquarters of the super-hero McFly (eat your heart out Slarty Bartfast…) SuperCity was the first subscription-based website of it’s kind for a British band and it was a phenomenal success, attracting xxxx subscribers and generating £xxxxx in it’s first xxxx months. It’s generous topical use of video content set a new level in user experience for a website of this type. Stylorouge are still working with McFly and following the success of the band’s recent ‘McBusted’ collaboration there is another McFly album in the pipeline.