Acura Mood Roads

Spinifex Group

“Mullen Lowe brought Munkowitz and the Tool of North America on board to create a mind-bending interactive driving experience at The 2017 Sundance Film Festival. The experience was powered in part by the user’s brainwaves and biometrics to provide a unique drive for every participant in the Acura pavilion. Once the user had been hard-wired and strapped in, with fourteen electrodes attached to their head using an EMOTIV headset, the user entered the giant Motion Sphere where they find an accurate facsimile of the NSX cockpit.”

Check out the full process and complete set of style frames on GMUNK’s site.


Interactive Director: Bradley G Munkowitz
Design Director: Bradley G Munkowitz
Digital Executive Producer: Dustin Califf
Executive Producer: Chris Neff
Lead Producer: Chris Kaliszewski
Level One Design / Animation: Peter Clark
Level Two Design / Animation: Christoffer Bjerre
Level Two Alt Design / Animation: Conor Grebel
Level Three Design / Animation: Michael Rigley
Level Three Animation: Sam Cividanis
Sound & Music Design: Keith Ruggiero

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