We invited people to do the first ever test drive while measuring their brain activity. As they were experiencing the power of the new Q50 Red Sport 400 while wearing the EMOTIV Insight Headset, we were able to capture and collect their pure mental activities unleashed by the driving, proving that the Q50 Red Sport 400 optimized excitement, focus, and engagement, verifying both a highly positive and highly enjoyable drive. All these readings have been used to create something truly unique which will be translated into one regional musical composition.
Our actions are driven by our mental activity. EMOTIV Insight is a sleek headset that records your brainwaves and translates them into meaningful data you can understand. Featuring this state-of-art technology, we measured the changes in brain activity when driving the INFINITI Q50 Red Sport 400 can affect their enjoyment, excitement, engagement and focus, improving driving performance and thereby increasing their potential.
We turned the brain activity of Q50 test drivers across the region into more than just lines and numbers – we composed a music track from their data. Totally unique in sound and conception, this track reflected the excited mind behind the wheel, feeling the thrill of 400 horses under the hood. This music track was revealed and brought to life in a first-of-a-kind performance at the Dubai Fountains. Using music, water projection, and the world-famous fountains, we have captured the excitement of driving the Q50 Red Sport 400, proving that this is the car designed to Unleash Your Potential.
watch the q50 red sport 400 video
All of us have hidden potential that can surprise us when our mind is challenged, boosting our overall performance. Even when doing something as routine as driving a car. With the new Q50 Red Sport 400, we turned this experience into something special.