The emotionally charged exhibition used wearable tech to recognize more than just great ideas.
A great piece of film will always elicit an emotional response, be it joy, discomfort, laughter, or a touch of melancholy. We’ve seen the trend in advertising, wherein brands are going right for the cockles of the heart with emotionally rich stories. But unless you shed a tear or break out in laughter, it’s hard for an outsider to know what you’re really feeling.
Saatchi & Saatchi tapped into those inner emotions with its New Directors Showcase—an annual selection of the best new directing talent that’s presented at Cannes—which it called Feel the Reel. Along with showing films, the NDS is famous for the accompanying grand theatrical piece. This year, the global agency network tapped wearable technology to mine individual emotional reactions to the work and visualize it for all to see. In short, if one of the 18 filmmakers’ films made you cry, it was visualized through a bracelet that changed color with your emotions.
“We literally monitored people’s individual reactions to what they were watching and not in a way that they can control,” says Andy Gulliman, Saatchi & Saatchi Worldwide Film and Content Director and the curator of this year’s reel. “We’ve monitored their body and how their natural emotions react. We then created data from that, which gave us a response to what they’re watching. So if the brain is thinking that you’re going to cry, then that light comes on.”