NBC Universal hired The Illusion Factory to design the interactive advertising campaign along with the microsite for the show X-Play. The website won numerous gold awards including Promax, W3, and Webby.

X-Play was directed by Alan Wu and starred Morgan Webb, Blair Herter, Kristin Adams, Kate Botello, Lauren Fiedler, Joel Gourdin, Alex Sim-Wise. It currently stars Tiffany Smith.