Hulu invites users into Derek DelGaudio’s world virtually to explore their understanding of self-identity. At the beginning of every show, audience members explore a vast wall of ‘I AM’ cards to find one that they resonate with. Throughout his show, Derek pulls from the cards to engage with members of the audience. Finding your ‘I AM’ is not merely selecting a label for a show, but it is act of introspection to communicate to the world who you are and how you wish to be seen. Through a microsite experience, users are to search the ‘I AM’ wall for a card that most reflects their desired identity and been seen by sharing on social.