Machine of the day. S7 Airlines: The Imagination Machine

The Imagination Machine – an innovative project that allows people to control a virtual plane using only the power of their imagination.

S7 Airlines made this a reality in Moscow by using EEG technology to turn participants brains into game controllers. People were fitted with an EEG-brainwave headset that monitored their brain activity throughout gameplay via a forehead biosensor. The more people focused on their dream destination, the closer the plane on the projection mapped globe stayed to the ideal flight path. If people were able to stay focused throughout gameplay they would receive a roundtrip ticket to actually go there.

AGENCY: W+K Amsterdam


TV PRODUCER: Judd Caraway

STUDIO MANAGER: Jackie Barbour

PLANNER: Nick Docherty

INTERACTIVE PRODUCER: (Head) Kelsie Van Deman

HEAD OF CONTENT PRODUCTION: Joe Togneri

GROUP ACCOUNT DIRECTOR: Kirk Johnsen

EXECUTIVE CREATIVE DIRECTOR: Mark Bernath & Eric Quennoy

CREATIVE TECHNOLOGIST: Kees Plattel

CREATIVE DIRECTOR: Daniel Schaefer & Szymon Rose

CREATIVE AGENCY: W+K Amsterdam

COPYWRITER: Evgeny Primachenko

BUSINESS AFFAIRS: Kacey Kelley

ART DIRECTOR: Vasco Vicente

ACCOUNT EXECUTIVE: Yulia Prokhorova

ACCOUNT DIRECTOR: Nick Campion

DIGITAL PRODUCTION COMPANY

TECHNICAL LEAD: Pierluigi Dalla Rosa, Kuan-Ju Wu

PROJECT MANAGER: Stacey Prudden

PRODUCER: Charlie Ledbetter

DESIGNER: (Lead) Christian Ervin, (Sr) Zaza Zuilhof

CREATIVE DIRECTOR: (ECD) Matt Cottam, (CD) Paul Skinner

ART DIRECTOR: Ivor Williams

APP/DIGITAL PRODUCTION: Tellart

MUSIC AND SOUND

SOUND EDITOR: Alex Nicholls-Lee, Juan Pablo Thummler

SOUND DESIGN: Alex Nicholls-Lee, Randall Macdonald

AUDIO POST PRODUCTION: Wave Studos

OFFLINE

EDITOR: John Filipe, Robin Pijpers

PRODUCTION COMPANY

PRODUCTION COMPANY: W+K Amsterdam / Operator

PRODUCER: (Operator) Pavel Ananich, (W+K) Judd Caraway

DIRECTOR: (W+K) John Filipe