Driven by the Senses
Presented by MOFAD & Infiniti
Step into the newly opened MOFAD Lab in Williamsburg, Brooklyn, and the first thing you'll see is a striking red sedan. The Infiniti Q50 is eye-catching on its own, but it's what's happening inside the car that will most entice MOFAD-goers: an immersive road trip that takes passengers to the food city of their choice.
Using state-of-the-art projection mapping technology and leading-edge filmmaking techniques, Vox Creative, in partnership with Infiniti, built Driven by the Senses, an innovative system that allows MOFAD visitors to select a city — Denver, Baltimore, Seattle, or Nashville — before entering the Infiniti Q50. Once the doors close, the buzz of the museum is brought to a hush and the journey begins. A special video projection paint on the windshield turns the inside of the windshield into a screen, and a rear-mounted projector casts the image onto the windshield. A first-person perspective brings the passengers to the city they chose, through it to a top restaurant, and then directly into the kitchen of one of the city's premier chefs.
"We created something very unique and captured the driving experience in an almost hyper-realistic way," says Noah Shulman, who directed the videos. Shooting the driving sequences at eight frames per second — a typical TV program is shot at 30 frames per second‚ creates the effect of peripheral objects whizzing by with the focus on the horizon.
After speeding through the city and into the chef's kitchen, the look and feel of the experience slows down — literally. Shot at an ultra-high frame rate, the film enters a dream-like state as a dish is carefully prepared. " We wanted to take the fast-paced motion from driving," Shulman says, "and counter it with a slow pacing, to really see and immerse the viewer in the preparation of the dish."
The food visuals are stunning, but sound also plays a key role in the experience. Shulman and his team made use of the Q50's superior stereo system. "We wanted to use as much of the car as we possibly could," says executive producer Greg Gordon. "We wanted viewers to feel like they're being transported to a different place, and to provide a heightened reality for them to get there." You'll get lost in the experience — until you hop out of the car in Brooklyn, ready to select another city to visit.