Motorsport - #SENSINGSPEED


How can you measure the adrenaline experienced by a Maserati GT Trofeo driver?

The new digital media project launched to ’sense’ the #MaseratiTrofeo experience from a completely new angle: the #SensingSpeed. Thanks to an exclusive custom tracking technology the #SensingSpeed console will provide a set of real-time parameters offering new ways for fans to engage with the Maserati Trofeo race online in real-time. 

Through the #SensingSpeed sensors we monitor the performance of the car (speed and acceleration) and the driver (heart rate). These data are then combined with the unique sound of a Maserati Trofeo car to give the fans a realt-time feedback on the level of adrenaline you can experience during a race.

Data are transformed into lights and colours and mixed with the sound in two powerful videos.



 By using GPS data to track the position of the car as it moves around the track during the race, the speed of the car is calculated and displayed in real-time. The Maserati GT Trofeo contains a V8 engine offering the driver 488 horsepower, 8000 rpm. Maximum speed reached is around 250km/h depending on track layout.


We installed an Olympus LS-100 recorder inside the Maserati GT Trofeo to capture the unique sound of the Maserati car in full throttle. You can listen to the sound recording here on Soundcloud. The audio recording also formed the soundtrack for the #SensingSpeed video. In addition to recording the sound, we also captured the noise levels inside the car to provide a real-time display of the audio decibel level during the race. 

Heart rate

In addition to tracking the unique qualities of the Maserati racing car, we also captured the emotion experienced by the driver by monitoring their heartbeat in real-time during the race. The change in the heartbeat, from the first lap of the race to the last, provides arguably the most dramatic narrative to the Maserati Trofeo #SensingSpeed experience. Click here to see sample data captured from Virginia. 


By using the accelerometer inside a smart phone, we were able to identify the different parts of the driver's body exposed to gravitational force during the race. The data captured was transformed into a real-time infographic that reflected the driver's experience while driving around the track.