Our team was tasked with creating a launch campaign for Alienware's X51 computer, their smallest desktop on the market. The key differentiator of the desktop is its size - more than half size of a traditional Aliewnare rig. We came up with a campaign titled Let Your Hero Out, and wanted to capture this new exciting device break out of a black box that resembles a giant old school computer tower. Beside photography and regular advetising, I was tasked with creating a Facebook game. We had an opportunity to partner with not yet released Mass Effect 3 and built a game, where fans could slowly shoot at the mysterious box using ME3's new weapons, which were released over the course of the week at midnight.