Microsoft briefed us to create a brand installation that would mark the launch of their new search engine Bing. They asked that the activity be true to the Bing brand attributes of smart searches using the ‘decision engine’ and that the experience would create media noise, public intrigue and an iconic press image. We responded with a mesmerisingly beautiful and solidly erect searchlight that dominated the Seattle skyline and could be seen from space over the course of the launch weekend. Local blogs buzzed with debate over the genesis of the monolithic light and the activity captured the collective imagination.