Ólafur made one song a day for a week. During this process he was heavy involved with his fans through social media sites like twitter and flick. People posted pictures of how they reacted to each song on flickr pools and said what they thought about the songs on twitter.

I wanted to work from this fact and create a concept out of that. I took different material and sew them together to create a whole that worked together. Just like Óli and his fans did. We then used some of the pictures that people had posted to a flickr competition for the booklet.