The campaign sees The Mill collaborating once again with the teams from AMV, Mad Cow Films and director Simon Ellis, who was named Best Young Director at this year's Cannes Festival for his work on Choose a Different Ending.

Designed to be just as hard hitting as last year's work, we join a group of youngsters at a party, and are soon deeply involved in the chaos that unfolds as one of the partygoers is fatally stabbed in front of everyone. It is not clear exactly who killed Deon and so we, the viewer are invited to choose from six possible 'suspects'.  Once we have chosen, the camera follows that particular 'suspect' until we revisit the murder itself, showing us their involvement and how they will subsequently be charged.

The campaign launched on radio and Facebook on Tuesday August 31st 2010 and also includes TV spots to guide viewers to the site.

"It was important for us to add something even more to these films in order to follow up on the amazing success of Choose A Different Ending," comments Luke Colson, Head of Mill Studio.  "With this year's campaign being hosted on Facebook, we wanted the content to feel fresh, authentic and compelling in order to drive the story.  It was great reuniting with the talented Simon Ellis and everyone at Mad Cow and AMV to really push the creative bar we set last year."

To form the interactive experience's multiple choice films, we delivered  7 separate cuts that comprised of the opening party scene and the 6 suspect films.  All of the edits were conformed in Final Cut Pro from HD XDCam footage and Final Cut EDL's.  As well as this, Mill Studio did several clean up shots, rectified continuity issues and most importantly added blood to every shot that needed it.  Finally, all 7 cuts were graded by Aubrey Woodiwiss.