Internationally acclaimed hip-hop act Atmosphere wanted to create an online experience to match their much-anticipated release, When Life Gives You Lemons, You Paint That S*#t Gold. To build the hype (and their sales), we created Paintitgold.com, a site that allows users to tag anything they could find on the web while listening to tracks from the new album. In its first week, the site not only unleashed the talents of thousands of virtual vandals, it helped launch the album to the top of the iTunes hip-hop chart and #5 on the Billboard chart.