"Simple and mysterious with a lovely sense of exploration and discovery." —juror Michael Lebowitz

"A quirky, dark and mysterious experience." —juror Bart Marable

Overview: To build buzz for the premiere of Breaking Bad, a new series on AMC from Vince Gilligan, this frantic, non-linear video journey is filled with seemingly random scenes and weird iconic images—from a gas mask and walkie talkie to a scrambled license plate and a handgun. Together they give visitors an idea of the erratic pace of the movie and decisively define why the film's title is based on a slang term meaning to let loose or go wild.

• The entire experience was created in eight weeks.
• A large, outdoor and television media buy and a viral site launched simultaneously and drove traffic to the site.

Comments by mono:
Is the audience you were targeting a particularly difficult one to reach? "With the short attention span of most TV watchers, we decided to launch only 2.5 weeks before the pilot aired. We really wanted to keep the show top of mind. In that short amount of time, we had over 100,000 site hits and were posted on hundreds of blogs. Most of those bloggers became even more intrigued by the show after experiencing our site, which is exactly what we set out to do."

"We told a story—as random and weird as it was. We also captured the rawness of the series by shooting everything on camera to capture every little scratch and imperfection. But most importantly, we walked away from traditional methods of creating a trailer or show teaser and embraced a more experimental, more experiential approach. Part interactive trailer, part dream sequence, part moral dilemma, the site was designed to leave the audience with more questions than answers. And it did. But isn't that what any good television series should do?"