We needed to generate buzz for the most strategically important game of 2006 for Microsoft Xbox360, to surpass the competing Nintendo Wii and Sony PS3 introduced in the same period.The key idea was to transform the virtual game experience into a real-world experience, realized in Shibuya, the geographic centre of Japan's youth culture. Consumers go to Shibuya to seek stimulation and share new experiences which we gave them, thereby magnifying the buzz that we created so it spread throughout Japan.

To communicate that this game is about a protagonist whose shadow becomes a dragon when he fights, we created an interactive outdoor advertisement where people play with their shadows in Shibuya, centre of Japan's youth culture. We combined our online interactive experience design technology with our sensing technology, developed for media art installations, to create a previously inconceivable real-world interactive experience where shadows were projected as animations on a giant wall in real time.