The initiative was created to improve the customer's shopping experience at Montréal's Eaton Center over the Holidays. 

To make the shopping center an attractive, innovative destination for consumers, thereby generating more in-store traffic and conversion. The idea was to help people to find original gift ideas for people in their life that might be harder to give to. Eg: a mother-in-law, a coworker, etc.. The displays had to be original and attract the consumers attention, therefore we created a comical and theatrical user journey. A user interacting with a display could then test the reaction of a persona by choosing a gift for them. The characters' reactions ranged from elation to disgust, a positive reaction leading the user to purchase the gift in-store.