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Brief Published: 19 Jun 2014

Cannes Lions 2014: New Directors’ Showcase

Jack by Breach

At this year's Cannes Lions International Festival of Creativity, Saatchi & Saatchi's annual New Directors' Showcase was given a tech twist. All attendees were asked to wear a sensory wristband, created by UK digital agency Studio XO, which measured biometric data – your emotional response to the videos shown.

At the end of the showcase, metrics collected by every wristband were visualised on screen to give a unique insight into the emotional journey taken by the audience over the course of the preceding hour.

A number of films set Stylus' wristband flashing. The highlight of the reel was Emile Sornin's surreal, stylised promo for Grab Her by UK electronic music duo Disclosure. In a similarly absurdist vein, The Sacred Egg's clip for British producer Breach's Jack stood out with its twisted visuals.

The showcase also included the interactive promo for US singer-songwriter Bob Dylan's Like a Rolling Stone (see our SXSW coverage for more on that); Ian & Cooper's cinemagraph-influenced video for British singer Joel Compass' Back To Me (see Music Video Innovation in 2013 for more on cinemagraphs); and the incredible Box from US director Tarik Abdel-Gawad, in which motion-capture technology blurs the line between the real and synthetic, tapping into the burgeoning post-digital trend.

Look out for more coverage from Cannes Lions on Stylus in the coming weeks.