Cheese says he is mainly interested in the way people do things online. “Our myths that we have don’t necessarily reflect the things that we do, so I want to create new myths,” he says.

The GIF, he continues, is a 30-year-old file format, which is woefully inefficient and yet despite all the innovation in technology, is used to tell stories all over the internet today. When he looked it up on a Wikipedia, all that was there was was a description of what it was and where it came from, but a disappointing lack of insight into its cultural significance. “I don’t think it’s the facts that are important,” he continues. The GIF has a story of its own — a fairytale, in fact — but it is a story based on emotion, not fact.”