Here at the Daily Dot, we swap GIF images with each other every morning. Now we’re looping you in. In the Morning GIF, we feature a popular—or just plain cool—GIF we found on Reddit, Canvas, or elsewhere on the Internet.

The Internet may be made of cats, but right now the online world revolves around GIFs. And one of the most intriguing sources is the RRRRRRRROLL tumblr (and Facebook page, although lacking animation), featuring an enchanting series of GIFs that revolve around … revolving.

We spoke to the artistic collective via Facebook:

“RRRRRRRROLL is made by some friends: Fashionmodel, Moviedirector, cameraman, etc. We are all from Japan. We don't really have any specific reasons for starting ‘rrrrrrrroll,’ but we were all thinking how cool it would be if we could produce something while just hanging out with some friends.”

They deny that the rolling motion has an ultimate artistic meaning. “The reason the gifs are rolling is because we wanted to make the animation minimal as possible, and probably because I wanted to make something that expresses flow of time.”

They’re looking to collaborate with others—“photographers, stylists, animators, and designers”—in the near future. But one thing they don’t want is fame. “We want to remain anonymous and don't want people to know who we are.”

The GIF series has no overarching narrative, and therefore it has no predestined end. “I will continue to make it until there are no ideas.”

Given their level of creativity, that could be some time. This gif, 30th in the series, has collected 14,530 notes on Tumblr.