Originally conceived at MullenLowe, Acura Mood Roads premiered at the 2017 Sundance Film Festival. At the center of this unique, experiential activation, a driving simulator is powered by user’s brainwaves and biometrics, generating real time soundscapes and road conditions that mirror one’s active emotions.
To create the Mood Roads experience, we partnered with renowned visual and design director GMUNK to dream up four unique levels, from minimalist to subterranean and otherworldly. During the journey, each rider’s biometric data is translated into variables of six mood categories, ensuring that no ride is the same.
The project received recognition as an FWA of the day and was subsequently featured at Silicon Valley Comic Con on the request of founder Steve Wozniak.
In 2018, we returned to Sundance with a multimedia art exhibition featuring musician and artist Reuben Wu. The installation merged the elegance of an Acura NSX super car with four surrounding video walls, displaying a transformative visual landscape. The experience concluded with an augmented reality photo booth experience, allowing the audience to immerse themselves in one of Reuben Wu's artistic landscapes.
Created at MullenLowe Los Angeles.
Original concepts by Florencio Zavala and Simon Steinhardt.
ECD: Margaret Keane, CD: Martin Pagh Ludvigsen,
Creatives: Simon Steinhardt, Natasha Hugeback,
Design Director: Florencio Zavala, Designers: Jusung Woo, Denzel Hill.
Tool of North America: Bradley G Munkowitz, Dustin Califf, Chris Neff, Chris Kaliszewski, Peter Clark, Christoffer Bjerre, Conor Grebel, Michael Rigley, Sam Cividanis, Keith Ruggiero.