I'm sure someone else will be able so explain this better--but the way it was explained to me is: they want you to play 'John Smith' but not with his list of accomplishments. Instead, they want you to recreate the character with accomplishments from other people. Like Derek Jeter or Three Days Grace. Etc. It's a 'pick and choose' thing. You then make your IMDB page for your faux-celeb so people know what they've been up to. It's pretty involved. And confusing. So good luck!
This is, of course, how I was explained like...four years ago. It's possible that things have changed.