Washington, D.C. (October 16, 2014)—What does a thrill look like? In a groundbreaking advertising campaign, The Atlantic’s creative marketing group, Atlantic Re:think, has partnered with Porsche to capture the adrenaline of driving the new Porsche Macan. Using advanced wearable technology, Atlantic Re:think and Porsche measured and recorded drivers’ breathing and heart rates, down to the second—and turned the resulting data into art. The campaign, “Art of the Thrill,” is now live at TheAtlantic.com/artofthethrill
“Art of the Thrill” marries two of today’s most prominent trends—wearable technology and personal data—with a more enduring human pastime, and obsession: driving a high-performance sports car. A group of 25 influencers were invited to a professional racetrack in Chicago. They were outfitted with Hexoskins—an advanced shirt that tracks heart and breathing rates, along with body movement. Then, each participant got behind the wheel of a Porsche Macan. TRAQS, a personalized analytics platform currently in private beta, recorded data from each person’s ride.
The result is a collection of digital art stills and videos showing the thrill of driving the new Macan: drivers transitioning from straightaways to curves, navigating sections of narrow bends, and experiencing fluctuating heart and respiration rates as they accelerate and turn sharply.