Creating the Persona Synthetics store on Regent Street


Timed with the airing of a TV ad to promote the new drama "Humans", Channel 4 created the pseudo brand Persona Synthetics and opened a shop in Regent Street, offering consumers the chance to interact with and virtually purchase synthetic human robots called "synths".

Microsoft came to us to help realise the vision of a fully interactive synthetic human embedded within a crowded shopfront.

Working together with Channel 4 and OMD UK, and using Kinect 2 technology, this unique experience measured passersby, detected user engagement with the synth, waving in response to user hand movements, and ushered users closer to 'bond' by virtually connecting palms.

BAFTA Award Winner

Humans won a BAFTA award for Digital Creativity at the Television Craft awards 2016.

The experience also won in three three separate categories at Campaign's Marketing New Thinking awards: Brand Experience, Best use of Tech, and Grand Prix.

"The world of Humans is perhaps closer than we think."

James Walker, Head of Marketing at Channel 4

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