FORD
BUZZ CAR
The Ford Focus RS ‘Buzz Car’ monitors drivers’ emotions and displays them in real-time outside the vehicle – visualising the drivers continuous biometric state and the scientifically derived ‘buzz moment.’
Following a study commissioned by Ford, and as part of their Driver-State research into healthier and safer driving, ‘buzz moments’ are defined as “peak moments of emotional activity” that “play a vital role in our overall wellness.”
Ford approached Designworks to create a unique concept car. Using their acclaimed Focus RS as the basis for the build we transformed it into a vehicle capable of monitoring and visualising driver emotions on bespoke display panels fitted around the car.
We developed a display and visualisation system capable of translating raw biometric data from sensors worn by the driver into vibrant and dazzling real-time animations, displayed across almost 200,000 individually addressable LEDs. AI software, a high-performance Zotac VR GO PC and 4G networking were used to access data from a cloud-based API every second – creating stunning visualisations.
The project revealed that drivers of Ford Performance cars experience an average of 2.1 buzz moments during a typical daily commute – almost as many as a rollercoaster ride! In overcoming the unique technical challenges of this ambitious project, Designworks and its partners have created a truly unique vehicle, and scientific tool, that will further help researchers understand the relationship between driver and machine.
