Acura Mood Roads is a unique driving experience, powered by user’s brainwaves and biometrics to generate real time soundtracks and road conditions that mirror one’s emotions. Originally conceived at MullenLowe, the project premiered at the 2017 Sundance Film Festival.
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.
The subsequent year, we went back to Sundance with a multimedia exhibition that merged the elegance of an Acura NSX super car with four video walls displaying a transformative visual landscape, orchestrated by artist Reuben Wu. The installation concluded with an augmented reality photo booth experience, allowing the audience to immerse themselves in one of Reuben Wu's artistic compositions.
Created at MullenLowe Los Angeles.
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.