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Technological data and creativity are traditionally seen as incompatible, but advertising genius Kaoru Sugano has combined the two, to re-create a Formula 1 world record set in 1989.
Sugano, a creative technologist for Dentsu Inc – a leading advertising agency based in Tokyo, Japan – is an expert in computer programming and data analysis.
These skills empower him to make astonishing creative leaps. Serious Wonder interviewed Sugano to find out more about his most recent campaign for Japanese multinational Honda.
“I use technology in a totally new and unique way to provide solutions to social issues and my clients’ challenges. Creativity to me is to discover an approach or perspective that has not been unveiled before.” – Kaoru Sugano, Creative Technologist
Formula 1 legend Artyon Senna achieved the world record for the fastest lap, while qualifying for the Japanese Grand Prix on the Suzuka circuit in 1989. The machine he drove that day was the product of Honda’s remarkable engineering.
On board, Honda’s engine telemetry system Internavi recorded Senna’s acceleration and engine data in detail.
Sugano’s team re-created Senna’s historic lap using the driving data that had been collected during the lap. Engine sound that matched the tones of Senna’s F1 machine was recorded, and hundreds of networked speakers and LED lights were placed along the race line.
Senna was tragically killed whilst leading the Grand Prix in San Marino, Italy, in 1994. However, Sugano magically brought his spirit back to life with the re-enactment of his fastest lap. The experience was electrifying and emotional.
The campaign captured the imagination of millions of Honda customers who now drive with Internavi navigation technology, which powered Senna a quarter of a century ago.
Cars with the Internavi navigation system generate accurate traffic data. This data can be shared interactively with other users, to design efficient driving experiences.
“The world today is overflowing with data. Combining creativity with something so far removed can give life a totally new meaning. Paradoxically, I’ve found that the more you focus on data, the more you can actually see of the essence of human beings.” Kaoru Sugano, Creative Technologist
FUTURE IMPLICATIONS
The ideas born from our creativity have taken a giant leap as a result of new technological innovations, such as Honda’s Internavi navigation system. Rescue workers were able to avoid hazardous routes by using the system’s data, following the Japanese earthquake and tsunami disaster in 2011.
In the same way the letter press opened life up to a new world of design on paper, the impact of combining data and human creativity fundamentally transforms the way we experience life.
Sugano’s work demonstrates how this fusion opens up new areas for creative expression that change the way consumers experience products and services. This magic can be applied to every area of life, if we develop a deeper understanding of technology.
Without a doubt, the data revolution will propel human creativity to even greater heights. It’s a partnership that is just beginning.
Photo Credit: Dentsu Inc. / Honda
About the author
Massimo Barbato is a writer and commentator on AI and future technologies in the British press and media. His focus is on how we can build a better world. www.artificial-intelligence.org.uk/
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