In the early summer of 2010, I was asked by associates of mine at Profero Connect to help them secure a prestigious online project with Pepsi. I accepted gladly, unaware of quite what a wonderfully complex problem space I was stepping into.
The work involved high-level conceptual and creative user-experience thinking for a huge (potentially global) social media/marketing/gaming proposition called "Refresh my World". There was no brief as such, only a seemingly boundless solution space of exciting, fun, cool, silly, anarchic ideas to slice, unfurl and explore.
Mixing exploratory interaction design, format creation, game play and commercial user experience design, this was a fabulous project to be involved with: I've never experienced any other project quite like it, either before or since.