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Acura Mood Roads

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.

Project Roles
Art Director, Creative Director, Designer, Writer
Company
Acura
Skills
Art Direction, Conceptual, Creative Direction, Design, Low / High Fidelity Prototyping
Media
3D Animations, Advertising, Environmental Design, Visual Designs
Project Industries
Automotive, Entertainment
Acura Mood Roads
Acura Mood Roads
Acura Mood Roads
Acura Mood Roads
Acura Mood Roads
Collaborators