DreamWorks used Shrek and friends to create a Christmas ride constructed in malls across the US. The experience would include multiple digital installations and allow families to schedule a time to arrive and experience their own personal Christmas Shrek event. For children, the magical experience included an interactive experience, games, and a photo-op with Santa with the goal of increasing mall visitor traffic. Neptune Blue founder, Jim Manduca, ran overall creative, 3D art and animation direction at his previous agency. In the inaugural year, they sold out and had waiting lists longer than Santa’s own list. Even the Kardashians visited the display to keep up with the Christmas experience.