This site needed to excite sports fans about X Games 12 in Los Angeles. It had to utilize the Red Hot Chili Peppers music in an unobtrusive way. And it had to portray the X Games with its usual brand of creative innovation.Incorporating the organic, cut art look of its offline campaign, the site was designed for exploration. Fans clicked a flying hawk or a bouncing eyeball to find video highlights while each event had its own environment (and unique set of stars).First and foremost, for extreme sports fans. Secondly, sports fans unfamiliar with the Games. Thirdly, fans of awesome air and spectacular crashes.