Audi - The Art of Progress

Too much of the progress we see these days either lacks emotion, or lacks the impact of meaningful innovation with the power to excite us. In a country where emotions are usually kept unsaid, progress that gets our hearts racing is the ultimate key to move society forward.

For the launch of the Audi e-tron GT, we tested whether sustainable progress could make your heart race, by putting fashion designer Yuima Nakazato through an emotional test drive. 

An advanced headset to record brain wave data and heart rate, along with perspiration sensors and facial expression analysis, gave a full picture of what he was feeling as he drove around the racetrack.
All of the data was converted into a 200kg, 2 meter wide, ring shaped, 3D-printed sculpture, recreating one of Nakazato’s 2.30 minute laps around the racetrack. This was accompanied by an immersive video installation and light show that further portrayed his emotions as he drove around the track.