At Rock in Rio Lisboa, Control took brand activation to the next level with a one-of-a-kind advergame: “Control Peep Show.” Installed at the festival grounds, the experience merged live performance with biometric technology, using heartbeat measurement as the core mechanic. Festival-goers stepped inside the Control box while dancers competed to see who could influence the participant’s heartbeat the most — turning interaction, play, and desire into a powerful brand experience.

Together, we developed the concept for an interactive advergame that would not only entertain festival-goers but also embody the brand’s provocative spirit. The result was the “Control Peep Show”, an installation at Rock in Rio Lisbon that merged live performance, biometric technology, and playful competition — transforming an advertising idea into a full-scale experiential game.

I was responsible for designing the full experience, from defining the game mechanics — including how long each participant would remain inside the installation — to researching biometric sensors and determining how heartbeats could be accurately measured and displayed. The challenge was to design a competition where the winner would be the dancer who managed to keep the participant’s heartbeat highest. I collaborated closely with the engineering team to ensure the technology, interaction design, and live performance elements came together seamlessly, delivering an activation that was both technically sound and highly engaging.

Gema
Euro RSCG
Control

Rock in Rio Lisboa

Oneway Group