Audible wanted to build suspense around Ashley Elston’s thriller “First Lie Wins.” Infillion built an experience that made the suspense physical.

Working with agency Wavemaker, Audible deployed a connected TV ad where users scanned a QR code, then used their finger to wipe a mysterious image off their phone screen — the motion reflecting live on their TV. Underneath: the cover of First Lie Wins, followed by a carousel of Audible’s most anticipated titles and an invitation to start a free trial.