The execution
Our team worked with a neuroscientist to build an EEG-integrated race helmet that uses sensors to measure electrical activity in the driver’s brain, specifically activity associated with cognitive functions like memory, attention, speed of processing, and fatigue. It helps drivers improve their mental performance, which in turn helps improve their physical performance.

The helmet was a complicated exercise in iterative product design, neuroscience, machine learning, and data analysis. It culminated in a live test around the track that was a massive success. We gained real-time and retrospective bio-metric insight into a driver’s brain performance as he drove—an unprecedented feat.
Successfully measuring driver brain data was huge, because this advanced technology has the potential to help drivers become faster, better racers. It will help them get the most out of their abilities and push their performances to the next level. The findings from the helmet can also pioneer new techniques into mental performance, both on and off the track.

A viable proof of concept that has the potential to become a real product used by drivers all over the world.

The results
The first time we went out on a rally track with driver Gus Greensmith and realized we could actually collect brain data (and that he was genuinely interested in the project) was a real high.
We created a viable proof of concept that has the potential to become a real product used by drivers all over the world. It’s not on racetracks yet, as it’s not yet certified by the FIA (Fédération Internationale de l’Automobile, or International Automobile Association). But we’re proud to put our name on this cutting-edge technology with Ford.

Tags:
The Psychology of Performance, Ford Performance, Fédération Internationale de l’Automobile, Gus Greensmith, Electroencephalography, ECG, Ford ECG Helmet, AI, Data Visualisation, Innovation, Product Design, Artificial intelligence, Machine Learning, Mindshare, Ford, Automotive Campaigns, Unit9, Red Bull, Sports, King’s College London, International Automobile Association, Experiential Campaign

Credits:
Client: Red Bull, Colombia
Campaigns: Legend from A to Z
Advertising Agency: Ariadna Communications Group, Bogotá, Colombia
General Creative Head: Mario Silva
Creative Director: Juan Diego Rivera
Art Director: Daniela Pereira
Designers: Wilson Vela, Camilo Silva
Account Director: Diana Díaz

Tags:
Cliff Diving, Colombia, Legend from A to Z, Orlando Duque, Print Campaign, Print Advertising, Creative Print Ads

“I’m delighted to welcome Noah to the Bullitt roster,” says Bullitt President/EP Luke Ricci. “What I love about his storytelling is the epic scope he brings to the films he makes while never sacrificing the nuance of character and emotion. All of us at Bullitt are excited about working with Noah and producing great content together.”

Noah first discovered the impact of capturing human struggle on film as he documented his childhood buddies skating on a neighbourhood half-pipe in Arnold, Maryland. He subsequently transferred that passion into shooting world-class athletes and celebrities across the globe. His early career melded burgeoning immersive and interactive experiences with design thinking; a natural connection point for Bullitt’s expanded reach into VR, AR and other exploratory projects in advertising and entertainment. For Noah, wanderlust includes both global travel and alternate, crafted realities.

“Bullitt understands how the lane is broadening and have embraced different formats and perspectives from the start – all with a cinematic level of production,” comments Noah Conopask. “With these factors and the collective body of work produced to date; I’m in exceptional company and excited to see what we can make together.”

In his branded work, energetic mediations on the human condition are relayed in sublime moments of both fragility and strength. He transforms expectations and elevates advertising into visionary films. Inherent to that process is “a burning desire to inspire everyone involved dig deep within and give the film everything he or she has. Blood, sweat, tears, laughs. A constructive trust, whether an actor, blue chip athlete, scientist, or an aviator, is essential. When everyone is a shareholder in the experience, beautiful results occur.”

About Bullitt
A filmmakers collective and creative studio situated at the nexus of entertainment and advertising. Founded by creators for creators, Bullitt has curated a roster of exceptional creative talent expert in the creation of brand-integrated entertainment and advertising content.

With the conviction that storytelling is the most powerful form of messaging, our work utilizes whatever technology is necessary to target a market – or create one – and break down the barriers that stand between an advertiser and their desired audience.