Nurse demo

At the 2014 New Directors' Showcase at the Cannes Lions conference on Thursday, ad firm Saatchi & Saatchi combined audience emotion measurements with its top picks of new short films. Here, a nurse-attired actor shows off the emotion sensor each audience member wore.

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Emotion on display

Graphics showed individuals' reaction to films at the New Directors' Showcase at the Cannes Lions conference. At the lower corners are two individuals whose emotions were shown by the color of the tile on which their chairs were perched.

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Green glowing sensor

Studio XO's wrist-mounted emoion sensors glow green when a person's emotions go beyond calm.

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Emotion visualization

Elektropastete and Marshmallow Laser Feast developed technology to show dynamically how audience members responded emotionally to the New Director Showreel film clips.

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Feel the Reel

The 24th Saatchi & Saatchi New Directors' Showcase was titled "Feel the Reel." The event spotlighted the work of new talent in film, video, and art installations.

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Audience awaits New Directors' Showcase

The audience prepares for Saatchi & Saatchi's New Directors' Showcase at Cannes Lions.

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Behind the scenes

In the control room behind the scenes, technicals from Studio XO, Marshmallow Laser Feast, Elektropastete, and Prettybird oversaw the New Directors' Showcase with a bank of computers.

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Flashing lights

The New Directors' Showcase featured dazzlingly bright lights to startle audience members, part of the emotion sensor calibration process.

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Waiting for the show

An actor rehearses her role before the New Directors' Showcase begins.

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Emotions, quantified

A 3D plot shows the entire audience's reactions to the films, with spikes corresponding to emotional intensity.

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Emotion sensor instruction

The Saatchi & Saatchi event featured a clinical theme in which nurse-costumed actors demonstrated use of the emotion sensors.

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Colored emotions

Actors dressed as nurses dramatized the use of Studio XO's emotion sensors.

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Studio XO packaging

Studio XO's sensors came in packaging reminiscent of what's used for syringes and bandages.

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Studio XO emotion sensor

The emotion sensor, made by Studio XO and sold to ad firm Saatchi & Saatchi, has detectors that press against the skin on the inside of the wrist.

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Emotion spectrum

Studio XO's technology logs emotional intensity from calm to aroused, but doesn't distinguish between, say, ecstatic and angry.

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Emotion on display

Graphics show individuals' reaction to films at the New Directors' Showcase at the Cannes Lions conference.

See related article: Scary or cool? Directors can track how that film makes you feel

Published:
Photo by: Stephen Shankland/CNET / Caption by:
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