Grey London commissioned original stories from writer Anthony Horowitz, adventurer Sir Ranulph Fiennes, comedian Rik Mayall and presenter Meera Syal. Each was instructed to write a story on the subject of "Me and my Goldfish", where "goldfish" could represent anything, whether literal or symbolic. Each personality recorded complete narrations of their respective tales; Grey then commissioned Stink Digital to create animated films for each voiceover.

In addition to streaming and downloadable versions of the films, Grey made PDFs and podcasts of the stories available on meandmygoldfish.com. The site launched in early 2007 supported by teaser billboard and print ads which revealed the first few paragraphs of each story before sending readers online for more.