Life Is Strange is an episodic adventure game released in 2015 by Dontnod Entertainment, following Max Caulfield, a photography student who discovers she can rewind time. Whenever a major decision is made, the game displays the warning that this action will have consequences, paired with this distinctive sound. Players shared clips of their choices online, and the phrase and sting became a recognisable shorthand in gaming culture. Editors now reuse it outside the game to signal any decision, message or mistake that will lead to trouble later.