Carville was the first Microsoft Surface experiment out of the New York Office of Razorfish. It was created last summer over 4 weeks and had two specific purposes. The first was to build experience designing and building with this new device. The second was to use a dealership scenario as a canvas to express a significantly experimental approach from what we had seen created before with the Surface. This approach was to embrace the game friendly aspects of the mechanism itself (multi-touch, large enough for simultaneous use by more than one person and a table-like presence that encourages “gathering around”) to create an unexpected brand experience in an environment often cited as anxious for most customers in research.