SHERWIN WILLIAMS

This experiential activation converts brainwaves into a real-time color display. Partnered with Wunderman Minneapolis and Sherwin-Williams at the 2018 AIA Conference, the Incite team conceived and designed an experience that translates four different channels of brainwave data into the components of a color value. These color values then displayed as a growing vertical timeline, filling a 17 foot LED screen.

We used EEG headsets and generative software to create an experience that was immediate and immersive. After participants finished their brainwave analysis, a custom color gradient swatch was generated based on their most frequent colors and brainwave ranges. Participants took away a printed version of their swatch with brainwave data and also received a digital, social asset version of the Thinking In Color experience.

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