Interactive web experience created for Twix’s Super Bowl campaign, transforming the traditional ad break into an engaging second-screen staredown game. The project challenged viewers to maintain eye contact with a pair of golden Twix bars during commercial breaks, turning passive viewing into an active, gamified experience.

We developed a mobile-first interactive experience that leveraged computer vision to track user engagement:

• Eye-Tracking Technology: Using Mediapipe, we created a precise eye-tracking system that monitored users’ attention on the golden Twix bars.
• Real-Time Feedback: Users received immediate visual feedback on their staring progress.
• Super Bowl Sync: Using a custom developed backend we managed to make the experience be in sync with the game’s commercial breaks, maximizing engagement.

The results were impressive:

• 761,103 total entries
• 15,956 unique users played the game
• 25 minutes average total staring time per user

The project the following awards:

• D&AD Yellow Pencil / Digital Marketing / Tactical / 2025
• D&AD Graphite Pencil / Digital Marketing / Mobile
• D&AD Wood Pencil / Digital Marketing / User Participation

I acted as Tech Lead for this project at Unit9, where I was responsible for:

• Leading the technical team and collaborating closely with creative and production teams.
• Architecting the solution to deliver seamless performance across devices.
• Overseeing development and ensuring the project met the campaign’s high-quality standards.

See more here.