Experience the feeling of science through the science of feeling at the ‘The Art of Doing’ exhibit during Mountain Dew's annual Dew Tour skate event. DEW’s innovative work with Lightwave helps translate the feeling of doing into art, uniquely showcasing DEW athletes and continuously encouraging the DEW nation to chase that feeling for themselves. A recent study by Lightwave found that 80% of sponsored athletes at Dew Tour believe that their skate performance is as much an art form as it is a professional sport.
The museum-style gallery featured athletes’ real-time biometric data and personality profiles interpreted in the form of generative art. Biometric data was transformed during the skate competition into unique animated visualizations and sensational real-time art experiences.
