Accor Hotels "Seeker"
The Mill partnered with Cossette Communications Inc. to create ‘Seeker’: a biometric data driven experience aiming to anticipate travelers’ affinities and match them with the ideal Accor Hotels destination.
Seeker, through the capture of biometric data, removes the noise by sidestepping rational decision-making to reveal what one’s heart truly desires. It measures emotional responses to visceral stimuli to uncover affinity and personality traits one may not know exist, and in turn suggests an Accor destination that will speak to both body and mind.
Director Ergin Kuke comments, “Seeker is as much an art installation as it is a holodeck precursor. How do we create the best environment from which to extract the most acute reactions from our guests, was a question that we asked repeatedly at the start of this project”.
A select group of influences were invited to the installation for the first time and be fully immersed in the multi-sensory experience. The installation is comprised of four unique stations of experience which are designed to reveal various categories of affinity and personality through the individual's behavior and gathered biometrics.
Kuke continues, “The Seeker experience was designed to not pummel the senses with direct visual representations of moods and location, but rather to foster intriguing environments that would gently guide the guests to an emotive state, revealing their true passions.” By monitoring their biometric responses (EKG, heart rate, galvanic skin response and EEG brain activity) against varying stimuli, our team was able to record their experiential data resulting in a generative portrait of personality and emotion.
Our system then references this data against key traits of Accor destinations and provides suggested adventures to the guest.
Agency: Cossette Communication Inc.
Producer: Erica Metcalf
Chief Creative Officer: Carlos Moreno
Associate Creative Directors: Rachel Abrams & Jake Bundock
Account Director: Daniel Dolan
Director: Ergin Kuke
Director of Photography: Dan Frantz
Head of Content, US: Ian Bearce
Executive Producer: Christina Thompson
Senior Content Producer: Tia Perkins
Producer: Olivia Bosek
Production Coordinator: Kate Ryan
Editorial: The Mill
Editor: Charlotte Carr
Edit Assists: Al Benoit & Matt Campbell
VFX Creative: The Mill
2D Lead Artist: Randy McEntee
2D Artists: Jonny Freeman & Paul Downes
Design: Devin Hayes
VFX Production: The Mill
Producer: Jack Williams
Production Coordinator: Luke Byrnes
Emerging Technology: The Mill
Group Director, Emerging Technology: Boo Wong
Executive Creative Director: Rama Allen
Executive Producer: Jason Curtis
Producer: Eric Alba
Production Coordinator: Victor Bekker
Creative Director: Will Adams
Art Directors: Ian Bradley & Sally Reynolds
Senior Creative Developer: Mike Manh
UX Design: James Emptage
Colour: The Mill
Colourist: Mikey Pehanich
Executive Producer, Colour: Laurie Adrianopoli
Colour Producer: Dan Butler
Colour Assists: Lindsey Mazur & Jacob McKee