TM Interactive approached Firstborn to develop a website for their client Nationwide Insurance, complementing the "Life Comes At You Fast" campaign. People are able to submit their special moments in the form of a few images and some text.

108 winners are chosen every week and are not only displayed on the website, but also get projected on the giant Reuters billboard in Times Square, which also can be viewed on the site via a live webcam feed. Winners can even send text messages through the site as reminders to when their moment goes live!