Yahoo! challenged us to launch Tom Hanks's post-apocalyptic web-series, Electric City, using any media we saw fit. The series is unlike anything seen before in the US, and because it was created by 1 of the biggest names in Hollywood, we needed to launch this web-only series like a feature film.

We gave ourselves 1 simple ground rule. Everything is decipherable. In every execution, the groups of dots serve not only as a beautiful design element, but also as a hidden message. From posters, to direct mail, to banners - where there is tap code, there is a message. The idea of hidden messages also informed larger scale design decisions. Each image, character, or scene is painted in code, often obscuring more than it actually reveals.

We drove over 1m page views to a the mysterious tap-coded microsite, TapJoint.com, where returning users spent, on average, almost 30 minutes deciphering clues each visit. Hundreds of people flocked to the Electric City Launch party to watch the premier of the show, decipher tap code messages, and make their own tap coded dog tags. Most of all, we created a language that served as both a beautiful design element as well as an enigmatic medium to deliver information about Tom Hanks's Electric City.