Sony Music Brazil needed a fast, engaging way to promote Dilsinho's new single. We had three days. The result was a browser-based shell game where fans had to pick the right cup to unlock an exclusive video from the artist, logging in with Spotify or Deezer to drive real streaming impact along the way. Built in 72 hours. Felt like it took longer.
72 hours to build a game for Sony Music Entertainment
Some projects have months of strategy behind them. Others need to exist by Friday. Ele ou Eu was built in three days for Dilsinho, one of Brazil's most listened pagode artists on streaming platforms, commissioned by Sony Music Brasil to promote his latest single and drive organic engagement across Spotify and Deezer.
The brief was clear: create something fast, fun and native to the artist's world. Something fans would actually want to play, not just click through. In 72 hours, we went from concept to a fully designed and developed interactive experience, live and ready for Dilsinho's audience.
The oldest game in the world, made for a new audience
The concept came from the streets. A classic shell game, two cups shuffling in front of you, one hiding the ball, the other hiding nothing. One cup is Ele (him). The other is Eu (me). Pick right three times and you unlock an exclusive video from Dilsinho himself as your reward.
The mechanic was deliberately familiar. Everyone has seen this game on a street corner. Everyone thinks they can beat it. That instinct is exactly what pulls fans in and keeps them playing. By logging in with Spotify or Deezer to access the game, every play session triggered real streaming activity automatically, turning a moment of fun into measurable impact for the release.
Three days is not an excuse for cutting corners. The 3D cup models, the UI, the visual identity, the UX flow, the Spotify and Deezer API integration, all of it was designed and built to the same standard as a project with three weeks behind it. Speed is only impressive when the quality holds up. This one did.