A 'Catfish' is a person who creates fake personal profiles on social media sites, pretending to be someone more outwardly appealing than their true selves. A 'Catfish' will often use someone else's pictures and false biographical information.

Mill+ Senior Art director, Tom Wansbrough - Jones explains, "Given Alex's brief, we wanted to create something more visually interesting than just your standard digital glitch. We therefore worked on a more contemporary method of transition by breaking the characters up with force and reforming them in a free flowing way. Using particle effectors in Cinema 4D was the perfect approach for us to adopt. The effect was then composited in After Effects".