Influencer, investor and entrepreneur Alix Earle has been teasing the reveal of her latest venture through an increasingly sophisticated digital campaign.

What began as a mysterious Instagram account under the handle @wtfisalixdoing has evolved into an interactive puzzle narrative, created by a billboard that is being filled in piece by piece in real time.

Within the past week, the Instagram account scaled from 0 followers to more than 300,000. Over the past 48 hours, members of her inner circle have further fuelled speculation by unveiling a locked suitcase containing a puzzle, one that is expected to be opened once the billboard is fully completed.

Her community and followers are now watching closely, with speculation increasing around what Earle could be preparing to launch. Is it a consumer brand, a media platform, or something designed to further monetise her growing ecosystem?

What do you think Alix is building, and have you been following along with her rollout strategy? 🧩