London – FIELD, an east London team of digital artists, have visualised the sensation of racing in a piece celebrating annual racing event, the Maserati Trofeo.
FIELD took data recorded by Sensing Speed, a customised technology that tracks the driver experience from previous races, bringing it to life in a unique way. The artwork overlays competing data that records speed, g-force, sound and the driver’s heartbeat as a series of visually stimulating graphics, reflected over the chassis of a Maserati Granturismo MC Stradale.
‘We wanted to look at sound as a phenomenon and give it a tangible form,’ Marcus Wendt, creative director at FIELD, tells LS:N Global. ‘Our aim was to capture the adrenaline rush that the drivers experience during the race.’
The result is a spectral light show that references scientific visualisations such as heat maps and flow diagrams, conveying the energy captured in the recordings. ‘The data is an intermediary that helps to convey this very physical and emotional sensation to the viewers,’ says Wendt. ‘We wanted the graphics to be very intricate, which reflects both the depth of information in the data set and Maserati as a brand.’
For more on how brands are creating sonic identities, read our Soundscapes macrotrend.