>> i could see the damage being done to people, but they couldn't tell their own story in their own words. it was just plane, plane, plane, plane, plane, building down, building down. there was absolutely no space for more complicated stories about what people actually felt. so, this is it. >> go check to see. i just clicked it. go check to see if it went up. >> so we wanted to bust open space for that. >> you can see, we're in action. >> once people went inside the booths, they controlled the recording. they controlled their own story. [ clicking sounds ]