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Acura Experiential:
"Mood Roads" for Sundance

The automotive industry advertising can be exceptionally boring. It's usually the same "sexy" running footage cut with shiny car parts and some bold sans-serif buzzwords. Sometimes it's just nonsense psychobabble monologues (I'm looking at you, Cadillac).


How can a car brand genuinely connect with its audience and demonstrate, viscerally, what the car-driver connection can be? 

For the 2017 Sundance Film Festival, we collaborated with Spinifex and GMUNK (of Tron: Legacy fame) to create an immersive driving experience using bio-sensory feedback. Inspired by Acura's acclaimed Sport Hybrid Super Handling All-Wheel Drive™ (SH-AWD®), which features reactive handling/acceleration/braking, each individual journey is customized in real time as speed, landscape, colors, and soundtrack all change based on the driver's mood as interpreted by the biometric sensors. 

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