I hypnotised these drivers to experience driving the new CUPRA Tindaya
For the launch of the CUPRA TINDAYA concept car, I collaborated with CUPRA as hypnosis consultant to design The Hypnotic Test Drive—an experiment in perception and imagination.
I then hypnotised the six creators Jeremy Lynch , Luca Campolunghi, Jessicarmaniac , Viruzz , Daniel Abt Becky Evans to have an embodied and cognitively rich experience of driving a car that can not yet be on the road.
This was like nothing I have ever done before, and I am delighted that it worked out so well as an experiment with hypnosis. Each of the participants was guided through a structured hypnosis session in which they experienced driving the car internally with a deep level of immersion and significantly creative very personal narratives. Participants described sensations of speed, movement, interior space, and emotional atmosphere while immersed in the imagined drive. They found themselves in landscapes which were both familiar and novel, bringing in their own histories and passions to the experience.
These descriptions were later translated into AI-generated visual sequences, reconstructing the experience of the vehicle as it appeared inside the participants’ minds.
The project explores how guided imagination, attention, and altered states can shape perception—revealing the mind as a powerful co-creator of lived experience.
