A few weeks ago, a commercial caught my attention. There was no talking, just a catchy tune along with a group of people moving to the music. But something seemed off. Looking more closely, it was clear the people had been filmed separately and cut together to appear as if they were actually together. All the subtleties of human interaction weren’t there. And while the attempt to make the environment seem normal, it wasn’t.
Some businesses today are trying to artificially create what normal was 9 months ago rather than working with the conditions of today and creating a new experience. You can’t fake normal. People will notice.