Jack's Journeys

THE CHALLENGE

In January 2023, we were challenged by Daimler Trucks to create a technological solution using brainwave technology. The goal was to create an activation for the SXSW event that would combine stunning trucks with EEG technology. This technology would be activated by electrical signals produced by the brain, similar to what we did in the past, such as the Mercedes IO activation at Web Summit 2021, where participants could race LED cars using their concentration.

We had just over two months to conceptualize, design, prototype, and implement the project. The allure of working with beautiful trucks and being part of one of the world’s best festivals certainly helped drive us forward.

THE ACTION

After a short period, we arrived at an idea that fulfilled all the objectives. We proposed transmitting the brain’s impulses via Bluetooth to a super-sized truck. The challenge was to control the truck and guide it to the finish line. It was a simple, yet impactful concept, blending technology and performance. It was a great idea, but we simply didn’t have the luxury of four months to bring it to life. But, in face of any challenging and ambitious project, we always push forward.

Rather than giving up, both parties involved in the project were determined to find a solution. We collaboratively explored different engineering and tech-based approaches, such as using synchronized robots controlled by a bracelet and a more mechanical solution that involved intense rolling of the truck from side to side. It was a blend of German engineering, American power, and Portuguese “desenrascanço” (google it). Eventually, we developed a mechanical motor that spanned the entire truck from end to end.

As we progressed, multiple iterations of prototypes followed. We refined the design and integrated it into a user-centric software interface. With everything in place, we traveled to the United States to transfer the mechanical and digital solution to the truck.

As expected, the initial tests were challenging. However, we knew it was a positive sign, indicating that we were pushing the boundaries. And, in the end, it all came together successfully.

This incredible experience increased our desire to continue exploring the power of imagination and creativity in harmony with technological solutions.

SXSW 2023. MIND POWERED ACTIVATION FOR DAIMLER TRUCK NORTH AMERICA