Animated gifs, looping pop culture's favourite moments endlessly, are now a phenomenon in their own right. And the video for Brite Futures' Too Young To Kill by That Go's Noel Paul may be the first to properly riff on gifs.

Noel and the band have recreated various gif classics, and not just a few either: it was shot over two days in and around Noel's house in Seattle and he shot 35 setups each day, the band scrambling in and out of makeup as they play any number of pop icons. But there's also an extra random element - the scenes aren't just simply looped.

A great achievement, and also a fine curtain-raiser for Friend, the new production company That Go are joining, which opens its doors next week...