The TrueCar L.E.D. (Light Emotion Data) is a crowd-powered intelligent sensory experience that captures real-time emotive information and creatively displays data with a dazzling, interactive LED light show. TrueCar, the negotiation-free car buying and selling mobile marketplace, launched TrueCar L.E.D. , at the 2015 Santa Monica Pier Twilight Concert Series.
Developed by creative agency Tiny Rebellion, TrueCar L.E.D. is a crowd-powered intelligent sensory experience that captures real-time emotive information and creatively displays data with a dazzling, interactive LED light show to transform the traditional concert experience.
Interacting with concertgoers in real-time and controlled by their collective emotions, TrueCar L.E.D. was the heartbeat of the concert series, showing a living and ever-changing visual representation of the sentiment of the crowd. It will bring a new level of participation to the concert-going experience, allowing the artist and audience to interact with each other in ways not previously possible.
ABOUT THE TRUECAR L.E.D. DESIGN
Using over 70,000 LED lights, TrueCar L.E.D. creates an epicenter for the concert experience that is ever changing based on crowd participation. In order for the lights to activate, there are four points of input:
- Emotion – A custom mobile site (truecar.com/led) featuring emotional intelligence, powered by Affectiva, measures the emotional sentiment of a user by analyzing the facial expression of a user’s selfie in real time and creating an immediate and noticeable color variation in the centerpiece, all while categorizing the ‘true’ emotions into one of the 18 different categories.
- Crowd Density – Infrared technology tracks and displays the collective audience movement.
- Audio Reactive Control – Achieved by analyzing the audio frequencies of the performance.
- Gesture – Concertgoers’ gestures directly control the centerpiece.
“TrueCar L.E.D. is the visual embodiment of what TrueCar stands for. This platform takes our web-based technology from the computer screen to the concert experience, as L.E.D. mirrors how we algorithmically assess data. We’re aiming to achieve something that’s never been done before, and as a Santa Monica-based technology company, we felt there was no better place to debut this than in our own backyard.” – Scott Painter, CEO and Founder of TrueCar.
“TrueCar is truly taking the Twilight Concert Series to the next level. Our concerts attract up to 20,000 people weekly and we are excited by this technology, its impact on our many concert goers and the potential to transform the overall concert experience.” – Jay Farrand, Executive Director and Administrator, at Santa Monica Pier.
“For the team, this has never been simply about infographics. This is about pushing the boundaries of what is possible with light, emotion and data. TrueCar brings transparency to consumers through data every day, and now they are making the audience’s True emotions come to life through visualizing inputs as light on a massive scale, creating a positive feedback loop between human and installation.” – Jennifer Parke, Executive Creative Director, at Tiny Rebellion