At the Sundance Film Festival in January, presenting sponsor Acura gave guests a personalized driving experience using virtual reality and brain wave technology. Guests sat inside a spherical motion simulator equipped with a performance driver’s seat and 30 biometric sensors that measured things such as their brainwaves, heartbeat, and facial expressions. Then the scene that unfolded for 90 seconds on the screen in front of them changed based on their inputs, affecting speed, acceleration, colors, sound, and more. Each participant received a shareable picture that showed them during the experience along with a graphical presentation of their mood. The Moods Roads experience reached 2.5 million people through social sharing. Acura’s Sundance experience was created by George P. Johnson, Spinifex Group, GMUNK, Tool of North America, and MullenLowe.