San Carlo Effect

San Carlo is the beloved potato chip brand that evokes sensations and emotions in its passionate fans that are often difficult to put into words.

Sometimes, just looking at the products or their packaging, hearing the sound that anticipates their crispness, and finally, savoring them can trigger unexpected and (sometimes) unexplainable reactions in our brains.

But this time, technology helps us explain them: thanks to a wearable device, we were able to convert the numerical data collected from sensors placed on Willwoosh's temporal lobes into coordinates, points, lines, and colors that represented his brain activity.

This representation aligns with the brand's character and is made possible by a specially developed application that translates each stimulus into unique visual patterns.

Whenever Willwoosh saw, heard, or tasted one of the San Carlo products, his sensations would "explode" on the screen. This experiment gave rise to three reels published on San Carlo's channels and launched by Willwoosh through his stories.

In a world increasingly permeated by technology, we created an "enhanced narrative" of the product's characteristics through an innovative language consistent with Willwoosh's style. This approach resonates with his followers and San Carlo's younger audience.