Feel The Reel / Saatchi & Saatchi

The New Director’s Showcase is a selection of short films and adverts curated by Saatchi & Saatchi and presented as part of Cannes Lions Festival of Creativity. Studio XO were asked to create an interactive artwork for the event. We developed a prototype sensory wristband to measure the emotional response from the audience. By measuring electrodermal activity from the wearers it was possible to identify how aroused or excited they were by what they were watching on screen. The data was broadcast wirelessly to a data server where it could be called through a REST API by our collaborators Marshmallow Lazer Feast who designed the real-time visuals. We also performed some post-broadcast analysis of the raw data on the wristband electronics which allowed us to display a simple traffic light indication of emotional response to the wearer with blue being cool and calm all the way up to flashing red for very excited. I developed the initial prototypes and managed the development of the wristband, PCB design, server architecture and receiver architecture with my team and our development partners. We tested the system on site in Cannes for a week before the event and were able to ensure that we got a good quality data stream from the audience which resulted in spectacular visualisations and to this day the project stands as a milestone for crowd participation

Project Roles
Creative Director, Creative Technologist
Saatchi & Saatchi
3D CAD, Design, Experiential, Technology
Branded Content, Interactive Installations, Product Designs
Project Industries
Advertising, Entertainment, Hardware, Technology
Feel The Reel / Saatchi & Saatchi
Feel The Reel / Saatchi & Saatchi
Feel The Reel / Saatchi & Saatchi
Feel The Reel / Saatchi & Saatchi