It’s not just about the data collection, nor the data visualisations. It’s because data is the single most important ingredient we use to deliver a sense of authenticity to the work. The brand is expressed in highly emotive ways, and this approach can only work if it’s rooted in truth (else it feels fictional, flighty, or just pretentious). The data delivers authenticity, and the creative visualisation then demonstrates the intensity of the experience.

Aston Martin’s new brand and creative platform ‘Intensity.Driven.’ is designed to capture the human emotion of the driving experience. It supports the marque’s renewed focus on the performance of their cars, whilst ensuring stand out in the ultra-luxury market.

At its core, the brand is about the emotional connection drivers feel when driving an Aston Martin, and the technological innovation that enables this. All the aspects of the brand, from film to social media and print, rely on different elements, brought together to deliver an overall experience of this emotional connection.

The work celebrates the intensity and raw human emotion of the Aston Martin driving experience, and the depth of sensorial connection between the driver and these high-performance sports cars, including the recently launched Valkyrie model.

The idea was not only to capture the emotion, but to do so in a way that made the viewer feel the intensity of the experience. Therefore, the creative idea is rooted in finding truthful ways to articulate the car’s performance, and the human response this triggers, in the belief that this authenticity helps the viewer really feel the power and intensity of the cars themselves.

In this way, we deliver a style of work that is radically different to anything else in the ultra-luxury market, cutting through in a competitive sector and bringing a true reflection of performative luxury to the individuals who will buy these cars.

We used an EEG/PPG device and Tobii Pro Glasses to capture the heart, brain & pupil data of an engineer in the Aston Martin Valkyrie. We also captured the car’s speed and decibel data, giving us a full set of both data that reflects how the car performs, and data that demonstrates the effect this performance had on the human body.

The data gave us the authenticity necessary to make the work meaningful, and the next stage was to interpret the data in ways that amplify the intensity of the visualisation. Generative visualisations bring all the data to life and combined with evocative copy, powerfully communicate the intensity of the experience.

Each visualisation is the result of a generative art process, where code helps the digital artist to create the work, within strict aesthetic boundaries. The particle texture brings a futuristic sense to the work, to reinforce an innovative Aston Martin brand, a world away from the more classic and conservative views of the past.

Animations, capture the power of the hyper car with emotive visualisations of speed and the sound of the engine as it accelerates through the gears. Three animations capture the impact of the driving experience on the human brain, pupil and heart activity.

At peak speeds, the engineer’s heartbeat reached 120 bpm (from 60bpm). This became the heartbeat of the brand itself, reflected in a brand wing end-frame animation that pulses at 120bpm. Supporting this is a series of model wing end-frame animations, each reflecting the unique characteristics of each model – all pulsing at 120bpm.

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