Step into the mind of a stranger
for Tele2

How does it feel to be Joel Kinnaman for an hour? Does he feel nervous and tremble before an audition? Or is he a cool and relaxed person like we think? Together with Tele2 we let people step into the mind of 9 different persons with absolute transparency, like the movie “Being John Malkovich.” But for real.

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Case study

The Campaign

To show the power of 100 GB data and connectivity we chose avatars from around the world. Some of the human avatars where a female drifter in Dubai, a body hacker in Seattle and a shitty robot-maker from Stockholm: You could see what they saw, hear what they heard, feel what they felt. To enhance the experience, you could also experience the person’s pulse, galvanic skin response (sweat) and emotions.

We broadcasted 9 live streams in 5 countries during a 2-month world tour. Before we started, we had each person read, run and draw to calibrate their own unique brainwaves and heart rate.

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How it works

Shot in first-person, and by using several sensors, we measured each personality’s heart rate and sweat level. The data was translated live into audiovisual effects using WebGL and Web Audio technology.

We made a custom backpack which held all the camera, audio, streaming and sensor equipment. The footage got sent, scaled down and compressed, to a streaming service together with the audio and sensor data. All the material included timestamps, so it arrived synced up for the user in their browser on either desktop, tablet or mobile. Through a real-time post-production system, the sensor data was translated into audiovisual effects.

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Custom made rig

The rig consisted of a helmet with audio and video, a backpack with rain protection and airflow system that contained the streaming equipment and all sensors. All hardware had a custom 3D-printed shell to keep it separated and safe when the avatar moved around. We used a Raspberry Pi to communicate and collect data from the sensors and send it to our backend system. Camera footage went through a color grading box in the backpack, fine-tuned for each location and then streamed live with just a few seconds delay.

Prototyping

During three months we made several prototypes to test a variety of equipment, packing solutions and data flows to come up with the best solution. It was crucial that the final product would work in different environments (humid, rain, snow, wind, etc) and be durable so it would hold up during the campaign period.

 

Results:
- More than 36,5 million people through earned media
- 36 million reach in social media
- More than 100 000 reactions
- The campaign spread to 150 countries

Press: 
Business Insider "Step inside the head of a Hollywood star
Creativity "Step Into Actor Joel Kinnaman's Shoes in This Experience"
Raspberry Pi Org Blog: "Delicious"

Credits:
Idea & concept: Edelman Deportivo
Website & films: Your Majesty
Prototyping & hardware: Wolfmother Co.