WHY National Geographic asked Wildbytes to create an innovative and surprising event for the European launch of their TV show Brain Games.

WHAT The focus was on the brain. There are lots of brain experiments out there, but what we really wanted to know was what’s going on in our brains. Wildbytes got in the lab and, after many tests, came up with the recipe for the brainalizer experience: brain waves + code + EEG brain sensor technology + magic + VFX + big fat brain = the perfect mix of science and fun.

We used a brain sensor and custom-made software to analyze people’s brain activity, visualizing their reactions when being tricked by a magician. The visualizations were projected on Callao’s digital billboard in real-time, creating massive expectation and curiosity.

The result was a real-time, geeky experience where fearless participants could test their responses to magic and get their unique Brain IDs.