“You're a spectator and you're removed at first and feel like you're safe in the herd, and then all of a sudden, the tables turn and you're being hunted. So it's like “This is not fun for me now because now I need to hide.” And it was basically exposing that nature that we have, that ability to be a spectator in life rather than a participant, and we wanted to bring that to the forefront so that people felt like they had to engage. What happened was organic and real, and they got scared for real because we didn't know what we were going to do.”