Inside a stranger’s mind

Tele2 is a Swedish telecom company that provides phone and Internet services. They are re-launching in a big way to become the best data provider in the country and asked us to create a campaign to showcase a killer offer.

100 GB over 9 data cards is the offering.

In Sweden, a lot of discussion around connectivity tends to be negative, especially when it comes to controlling our exposure to media that can alter our outlook on our surroundings and the world. What if we made a campaign to show limitless connectivity in a way that changes our perspective?

Tele2 showcased the endless possibilities of connectivity by allowing customers to step into the minds of 9 personalities from all over the world, including Swedish actor Joel Kinnaman (The Killing, Robocop, House of Cards)—live. Like the movie Being John Malkovich. But for real.

A female drifter in Dubai, a body hacker in Seattle or a shitty robot-maker from Stockholm: You see what they see, hear what they hear, feel what they feel. To enhance the experience, you can also experience the person’s pulse, galvanic skin response (sweat) and emotions.

We broadcast 9 livestreams in 5 countries during a 2-month world tour. We worked with Tele2 to research each location and prepare each set. Small teams attended the locations to set up the scenario, get the hardware up and running, ensure multiple solid Internet connections and shoot press photos and film.

Shot in first-person, and aided by the use of several sensors, we measured the personalities’ heart rate, emotions and sweat level. Using WebGL and web audio technology we translated the data live into audiovisual effects.

The backpack we built included a 3D-printed rig for all the hardware, including a custom circuit board to collect and process all video, audio and sensor data. Camera footage went to a color grading box in the backpack, fine-tuned for each location and then streamed live. Brain sensor (EEG) data was translated into warmer or cooler video filters to represent the person’s emotions.

Our custom dashboard app enabled us to trigger live effects directly in the browser. Each broadcast was also archived and available immediately after the live event. Users could set SMS reminders to get notified minutes before a live broadcast.


Being Joel Kinnaman? Emotional reality let's you step inside the head of a hollywood star - Vilhelm Carlström, Business Insider

Step Into Actor Joel Kinnaman's Shoes in This 'Emotional Reality' Experience - Livestream Lets You Experience Emotions of 'Avatars' - Alexandra Jardine, Advertising Age


Tele2 - Inside a stranger’s mind


Tele2 & Edelman Deportivo


36,5 million earned media reach. More than 36 million reach in social media. Hundreds of thousands reactions in social media.


Wolfmother co.


Prototyping, user experience, interface, sound effects, 3d animation, UX, site design, mobile experience, Frontend Development: HTML, CSS, JavaScript, WebGL, SVG,
 Backend Development


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