The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“MAGIC MOMENT” NORM: Wow factor. A truly stunning, thrilling, one-of-a-kind experience or sensation. A rollercoaster ride for the senses.

“MAGIC MOMENT” FORMS: Eye-popping surprise moments. Cartoonish, over-the-top graphics and scenarios. Willy Wonka-ish language: “We canned a feeling, now experience it IRL.”

From a 2019 audit of the “Dream Life” space. Defined as: Makes me feel self-reliant, able to take action by inspiring me, validating my innermost desires, thrilling and amazing me.