Tele2: Inside the mind of a stranger

An out-of-body product launch experience to inspire 10 million Swedes about the limitless connectivity of the Internet.

Case study

See what they see, feel what they feel

Through the live broadcast of nine unique personalities, including Swedish actor Joel Kinnaman (The Killing, Robocop, Suicide Squad and House of Cards), you see what they see, hear what they hear, feel what they feel. The website became a first-person audiovisual portal for the audience, experiencing the person’s pulse, galvanic skin response, and emotional data.

Shot in first-person, and by using several sensors, we measured each personality’s heart rate and sweat level. The data was translated live into audiovisual effects using WebGL and Web Audio technology. We made a custom backpack which held all the camera, audio, streaming and sensor equipment. The footage got sent, scaled down and compressed, to a streaming service together with the audio and sensor data. All the material included timestamps, so it arrived synced up for the user in their browser on either desktop, tablet or mobile. Through a real-time post-production system, the sensor data was translated into audiovisual effects.

Custom made rig

The rig consisted of a helmet with audio and video, a backpack with rain protection and airflow system that contained the streaming equipment and all sensors. All hardware had a custom 3D-printed shell to keep it separated and safe when the avatar moved around. We used a Raspberry Pi to communicate and collect data from the sensors and send it to our backend system. Camera footage went through a color grading box in the backpack, fine-tuned for each location and then streamed live with just a few seconds delay.

Progress through prototyping

During three months we made several prototypes to test a variety of equipment, packing solutions and data flows to come up with the best solution. It was crucial that the final product would work in different environments (humid, rain, snow, wind, etc) and be durable so it would hold up during the campaign period.


– 36 million reach in social media
– More than 100 000 reactions
– The campaign spread to 150 countries
– Press: Business Insider, Creativity, Raspberry Pi Org Blog

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