Mill+ joined forces with Lush to create a 2-minute film created via biometric data visualization - the aim being to visualize the physical response someone has to a Lush spa treatment. Essentially, turning biometric data into art.
The Lush Spa Experiment was designed to capture biometric data. This data drove a series of unique and meditative visualisations, which mirror the multisensory experiences of a Lush Spa treatment. The film is an artistic rendition of the body’s response to the spa treatment.
Showcased for the first time in its entire length at this year’s Creative Showcase, the exclusive experiment transports viewers inside a spa treatment. The visuals look to highlight that it is not only just by touch that escapism can be realised, but also by smell and sonically, through the orchestration of music. The film represents that fully immersive experience.
Lush lead creative Tom Griffiths explains: “How does one visualize let alone communicate such a personal and internal multi-sensory experience of our spa? This was the challenge. To do justice to the immense skill, development and attention to detail our treatments undertake. In response we created a film that sets the raw data free, providing a visual representation of the bodies natural response to Lush Spa.”
Working with Mill+, the team engaged in a lengthy R&D process to capture live sensory data from a Lush treatment. Measuring the impact on the mind and body, specifically changes in heart rate, brain activity, muscle movement, sense of touch and breathing.
The team constructed a bespoke technical methodology which collates this biometric data and transforms the recordings into CG representations of the multi sensory experience. Each type of measurement has a unique set of visuals to demonstrate the transformative nature of a Lush treatment.
Mill+ Creative Director Carl Addy comments, ‘The data captured was fascinating. It shows a clear correlation between the treatment and the subject’s biometric response. You can actually see the moments when a sound or touch elicited a shift in brain wave which then triggers a reaction in breath and heart rate.’