It was filmed by photographer Martin Parr and edited by Fellows on his laptop on a very low budget.
In the film, Shuttleworth travels to the Shetland Islands to test his theory that the further north you go the nicer people get, Shetland being the furthest north part of the United Kingdom. He meets various real Shetland people in unrehearsed situations. Many assume him to be a real character and not a comic creation, though some scenes are acted, particularly parts with famous local tour guide Elma Johnson.
It had a limited theatrical release in some art-house and community cinemas around the UK in 2006, including some screenings in Shetland, with Fellows answering questions after the showing. The film was released on DVD in the same year.The film has also been shown on Sky Arts.