Kia Motors creates a visual symphony of art and science.
The best driving experience comes from
the perfect connection between car and driver – a give-and-take
relationship that dates back to when the wheel was first invented. Car
owners often describe their vehicles as an extension of themselves. So
it comes as no surprise that people can develop passionate and emotional
bonds with their cars. We all know someone out there who loves their
car with more than just sentimental value. You know who we’re talking
about, and it might even be you – the three-hour double coat waxing
devotee who probably even nicknamed their ride like a sea boat captain.
It’s OK, we’re car people and totally get it.
There is definitely something going on
between people and cars, so what if we could capture and turn these
emotional connections into images? Kia Motors set out to do exactly that
in a never before attempted project to visualize real-time emotions of
driving through digital art. Our lab researchers teamed up with media
artists to setup a special ‘Vehicle Research & Testing Lab.’ We put a
set of drivers in the all-new Kia Cerato, hooked them up to
physiological monitoring equipment, and let them hit the road while
factoring in multiple variables into the driving equation such as speed
and track conditions.
Cerato Digital Croquis Art is Born
So what were the results? Honestly, we
got a bunch of squiggly lines, tons of zeroes and ones, and a lot of
technical ‘mumbo-jumbo.’ Although all of this made plenty of sense to
our lab researchers, it’s our team of media artists who transformed this
output into a visual symphony they called “Cerato Digital Croquis Art” –
a 3D digital art visualization that demonstrates how the driving
experience and emotions stirred by the all-new Cerato can be brought to
life.
Courtesy of: Kia Buzz
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