When luxury car fans visited Infiniti Pavilion at the Pebble Beach Concours d’Elegance auto show in California, they got an armband that could transform their emotions toward the vehicles into different color lines on a 44-foot-long LED screen.
The armbands were connected to different sensors that were installed on the cars and throughout the Infiniti Pavilion. Those sensors were able to track individual biometrics like muscle cell electrical activities and detect specific body movements. The amount of time spent around a vehicle was correlated to enthusiasm. The thicker the line, the more enthusiastic the person was.
“It’s the first time that we measured how guests felt while they engaged with Infiniti vehicles,” said Jesse Jones, group executive producer for CP+B, which built the experience with production company Tool. “We wanted to highlight some features of Infiniti’s new models, see how people interact with them and visualize their emotions.”
Agency: CP+B
Directed by: Jeff Crouse, nocomputer
