Neither of which is the reality of awareness/consciousness.
When you contemplate: I Am, you realize the vastness of formless awareness as the only reality. 
If there is choice, by that we mean real-choice, it must be the undertaking of that which is real and not that which I imagine I am. 
Santa 🎅 does not reincarnate itself nor is it incarnate. Santa is your dream. Incarnating yourself is a mind impression which dissolves upon your contemplation of pure I Am.