Art of the Thrill
Using biometric data to visualize the thrill of driving the new Porsche Macan.
Sosolimited was commissioned by The Atlantic and Porsche of North America to visualize the thrill of driving the new Porsche Macan through biometric data.
Twenty-five participants were invited to drive the Macan Turbo on a race track near Chicago, and suited up with Hexoskin biometric shirts that recorded their heart rate and respiratory response.
We created an artistic visualization of the data along with a short film to document the event and our process. A big challenge was to design forms that were both expressive and beautiful, but retained a threshold of legibility. We achieved a balance of expression and clarity by presenting the data as abstract landscapes evoking the shape of the race track. Each driver’s data streams are traced out along the virtual space of the track, growing and changing color to reveal the driver’s response to the thrill of driving a Porsche.
The piece was featured as sponsored content on The Atlantic website with editorial text describing the project. The full story is available at The Art of the Thrill.
Art of the Thrill has been featured in Adweek, Contently, and PSFK, and has been recognized in the Webby Awards.
