A doll that looks just like Alma appears on a pedestal and it is creepy and mysterious causing you to ask yourself questions. It creates uncertainty as you're not sure where or why the doll is there and you've got no idea what'll happen next.
The doll somehow teleports to the top of a shelf and Alma, ever-curious, climbs up to go touch it. The music starts to escalate and other toys in the room begin to act up as she get closer. It becomes tense as you wonder what's gonna happen, your gut telling you this is not a good idea.
The doll shop is dark, void of life, and full of creepy looking toys that seem to be more alive than not. It sets a suspenseful and creepy mood telling you from the very beginning this probably isn't going to end well.
The toys started acting up specifically a little boy doll. It started by running into Alma, then repeatedly bumping into the door as if it was trying to escape.
Alma finally touches the doll and experiences some weird transference though you're not sure what. Then you're put in her first-person perspective as she frantically darts her eyes around the room trying to get her bearings and an understanding of what just happened. You begin to realize she's become the doll then the video ends leaving the ending to the viewer's imagination.