Audi Mind Race

Audi & FC Barcelona, with DDB · brain interfaces and tracking · 2013 · Camp Nou, Barcelona

Our role Concept, brain-computer interfaces, tracking, video mapping, real-time software.

Barça players race slot cars with the power of their minds alone. An EEG headset reads each player’s concentration and drives his car: the more he focuses, the faster it goes.

We linked the brain data to the cars and designed the system that projects dynamic visuals onto the track, following each car with custom tracking. A demonstration of what we love doing for brands: a simple idea, a memorable moment for the players and for the cameras, and technology that gets out of the way.

Camp Nou, Barcelona, December 2013, at the handover of the new cars to the FC Barcelona players.

Credits

• Client Audi, FC Barcelona
• Agency DDB Spain
• Concept and production 20 Húngaros, Scacs
• Programming Hand Coded: Maya Benaïnous, Cyril Laurier

Press

• “Miniature Audi R18 e-tron quattro cars moved by the energy generated by the players’ brains, with real-time projection mapping following the cars.” Ads of the World, 2013
• Neurogadget, 2013 · Digital Buzz Blog · Interactive Design, 2014

Photos

Updated November 13, 2026