Acura Mood Roads
Client: Acura
Production Company / Agency: George P. Johnson, Spinifex Group, MullenLowe
My Role: Account Director (Spinifex Group)
Project Description:
To mark its seventh year as Presenting Sponsor and official vehicle of the Sundance Film Festival, Acura challenged GPJ, Spinifex and MullenLowe to create an immersive experience that would cut through the clutter of Sundance, whilst telling the story of Acura’s Precision Crafted Performance DNA.
The result was Mood Roads, a first-of-its-kind virtual drive experience. Combining a series of innovative technologies in a truly immersive way, Mood Roads delivered a full-sensory experience controlled by a user’s biometric data. Housed in a spherical motion simulator equipped with a performance driver’s seat and 30 biometric sensors, Mood Roads brought to life a futuristic, abstract environment that responded in real-time to the driver’s emotional, cognitive and physical inputs – affecting speed, acceleration, curves, colors, saturation and audio. A floor-to-ceiling dome projection fully immersed the user, transporting them into the dynamic, visually stunning environment.
The project brought together some of the best minds in the industry, including art direction by Gmunk and Tool of North America, development and technical integration by Spinifex, and event production by GPJ. As the Account Lead for Spinifex, I oversaw the Spinifex production team, coordinated the various agency partners, and help managed the client throughout the project.
