Mullen Lowe brought Director GMUNK and Tool of North America on board to create a mind-bending interactive driving experience at The 2017 Sundance Film Festival. The experience was powered in part by the user’s brainwaves and biometrics to provide a unique drive for every participant in the Acura pavilion. Once the user had been hard-wired and strapped in, with fourteen electrodes attached to their head using an EMOTIV headset, the user entered the giant Motion Sphere where they find an accurate facsimile of the NSX cockpit. Immediately upon embarking on the experience, they found themselves traversing time and space, traveling along an ever-evolving Z axis.
Interactive Director:
GMUNK
Production:
Tool of North America
Agency:
MullenLowe, Los Angeles