A system comprises a data storage device arranged to store information indicative of scenes of a media content project, and a user interface (UI). The UI is arranged to display information indicative of scenes of a media content project and, for a scene, to facilitate display of a representation of an observer and display of information indicative of an observer experience associated with the scene at a location relative to the observer representative of a desired location of the observer experience in the scene. The UI is arranged, for a scene, to facilitate selection of an observer experience to be associated with the scene and selection of a location of the observer experience relative to the observer. The system is arranged to store a data record indicative of the selected observer experience, the scene associated with the observer experience, and the location of the observer experience relative to the observer.