Quartz Creative x Lexus: How Do You Want to Feel Right now?

This interactive evokes the emotions one might feel while driving a meticulously engineered Lexus. The first of three user-controlled panels helps simulate exhilaration, allowing a viewer to navigate an endless tunnel at varying speeds and directions using their mouse or trackpad. The second transitions away from thrilling into joyous, inviting users to draw on screen with a variety of brushstrokes—including one made entirely of smiley faces. In the final activity, things slow way down, so that one can achieve tranquility, by creating a continuous circle with their mouse and activating the peaceful note of a soothing sound bath.

This project is the result of creative and technical harmony, down to the subtle hover animation featuring the automaker’s three new models. It was masterfully executed by designers, engineers, and writers, who managed to capture, through the combination of their unique skill sets, something as abstract as human emotion.