Ford: The Psychology of Performance

The Psychology of Performance is a collaborative research project between Oath, UNIT9, King’s College London and Ford Performance, investigating the effects of high-performance race car driving on the brain. The hypothesis is that by understanding professional race car drivers’ mental capacity, we can learn how to better perform in other challenging real life situations. And by training ourselves to adopt such a high-performance mindset, we can better cope. So working with Ford Performance – the motorsport branch of the US car maker –  to  develop a top-of-the-range EEG brain scanner to carry out an experimental study.

Client: Ford Motorsport/Mindshare
Role: Creative Director