feeling of driving
Create A Series Of Prototypes
Room For More Possibilities was in charge of proposing a new experience of driving. Our series of prototypes would help the support creative ideas for a global car pitch. We decided toto build a collection of prototypes “from the future” that would create new relationships between people and their cars.
At the end, our series of prototypes inspired the creative team to enrich their campaign. They also contributed largely into winning the pitch.
Research About Luxury & Technology
Once the brief was set, we started looking at the digital culture of driving and luxury experiences. We realized that the futuristic experiences felt sterile. Where did the excitement of driving go? Why do digital interfaces had to take away the sensory pleasure of driving? In other words, how can we bring back “goosebumps” into premium driving experiences? We found our idea: objects that would show a future where the driving performance is measured by physical and emotional reactions.
Define The Creative Strategy
I work often with design metaphors. They help bring concepts to life and unify the team around one feeling. Our metaphor here was: 6th sense technology. We wanted to use technology to amplify the sensorial experience of driving. The driver and the car would learn from each other and collaborate. Our collection of invention give people access to a more imaginative and hyper-sensorial interpretation of driving. You’ll find below a selection of our inventions that we presented to the final pitch day.
Next-Gen Driving Gloves
Most of future driving experiences were focusing on enhancing the windshield. We wanted to create tangible luxury accessories that would highlight the special relationship drivers have with their car. We used the iconic driving gloves and added a digital accent to them.
The Next-Gen Driving Gloves harvest the extra sensory energy from your drive to mark those powerful moments of experiencing something beyond ordinary. They record your performance according to your emotional level while you drive.
Every luxury experience has a signature. It can be a scent, a logo, a refined material...we wanted to invent a new one. Once again, we wanted to create a special bond between the driver and their Infiniti. We thought about the driver’s heartbeat. Using this as a signature would transform every drive into a personal experience.
By measuring the driver’s pulse, every drive starts with an audible heartbeat that puts the driver and car in synch with the very first grip of the steering wheel.
Who, Where, When
Global pitch for a car account
Crispin Porter + Bogusky, Boulder, 2014
Alexia Mathieu, Wojtek Szumowski, Monique Grimord
What I Did
Creative strategy, Project management
Help with art direction, Help with prototyping inventions