MTV needed an online destination to support the reality tv show The Shot. Hunt & Gather concepted a full community experience that took the show to the next level by incorporating an audience beyond photographers and bringing in critics as part of the audience. This opened the site up to mass appeal and served as the basis for an extremely engaged community to form, with picture uploads, a robust rating system, and ongoing photography contests. The site effectively drove traffic to the show, and created buzz between episodes. Even after the show was on air, the site and community continued to thrive.