“The Omission” is a branded entertainment webisode targeted at sexually active 18-25 year olds who are potentially at risk for STD’s/HIV and AIDS. The creative goal was to engage the demographic by creating a story and characters that simulated their way of life. The marketing strategy was to involve the audience in the story and characters and to allow the natural use of a product to rise from story organically. Set in Chicago, The pilot centers around the rise of a hot young pop-punk band, their fans and the complexities of their technologically linked sexual relationships. "Everybody wants it, everybody needs it, some will lie to get it. A few seconds of bliss. I guess we’re all on the mission.”