Participants in Smoke and Mirrors first have their faces 3-dimensionally scanned. They then have to find which of the kiosks their scanned face has been sent to. The first stage of the narrative attaches their face to an avatar, created out of an isolated biological system. The user now navigates this avatar through a series of maze-like environments.

While in the shared virtual world, users can see the actions that all of the other participants are undertaking. Each environment responds to people’s movements through them, further revealing the ways in which an image of this particular product has been constructed over the years, using both overt and covert strategies.