"SVK is about… well, SVK stands for a few things, including 'Surveillance, Very Kafka.' In one meeting I also described the book as 'Franz Kafka’s Bourne Identity,' which seems to have stuck," Ellis wrote on his blog. "The story, concerning a recovery agent and a thing lost that should probably never have been made, is set in London. So it has to be about surveillance at some level, as London is probably the most surveilled city in the world, one estimate pegging the level at one CCTV camera to every eight people. At any one time, in fact, a fifth of the world’s CCTV cameras are live in the UK."
BERG has worked with clients like the BBC, Nokia and Absolut. Some of their projects have included a robot that IM's you what films are playing when and a site that makes important events human scale by putting them over a map of your neighborhood.
"There is an interesting and possibly unique physical aspect to the book that we’re not discussing right now. But BERG are very good at making things that are about perception, like the (pre-INCEPTION!) Here And There map," Ellis wrote. "When Jack Schulze at BERG came to me with the core idea that SVK’s built on, I knew I had to at least try this, just to see if it’d work…! It’s going to be a surprise, I think, and this sort of envelope-tampering is only going to happen somewhere like BERG. Strange Vector of a Komik."
BERG is currently looking for potential advertisers for the project. "There are going to be a small number of opportunities to feature advertising – which will be as inventive as the story itself. We’re talking to people now, so that we can go to print with them in February 2011," the post on their site said.