Infiniti

Building on the foundation of the study launched in November 2016, Infiniti Middle East has brought the brain data obtained by their customers to life in a way never been done before. With test drivers brain data being analyzed by Emotiv Inc. to deliver on the quantifiable analysis, Infiniti Middle East selected Yessian Music as a producer to take these brain waves and convert them into a harmonious melody that pays homage to the Middle Eastern heritage with distinct notes. Working with Emaar Properties, Infiniti Middle East choreographed a special performance of The Dubai Fountain, the largest fountain in the world located in the heart of Downtown Dubai, spanning four days that will be synced with the song created by the data collected. Launched under the banner of ‘UnleashYourPotential’ Infiniti Middle East sought to demonstrate how the changes in brain activity when driving the powerful sports sedan can affect their enjoyment, excitement, engagement and focus all through the power of sound.