Working with our US partner, we developed the interactive system for a full-scale physical replica of a NASCAR Next Gen engine. The goal was to bring the replica to life, recreating the sound, power and excitement of a real stock-car engine.

The interaction follows the ritual of starting a race car. Visitors activate the ignition, press the start button and use a responsive accelerator pedal to control authentic NASCAR engine sounds in real time.

Using TouchDesigner, Max/MSP and Phidgets, we connected the physical controls, real-time audio, visual feedback and smoke effects into one responsive and reliable system. At maximum revs, synchronized smoke adds another physical dimension, making every acceleration feel immediate, convincing and powerful.

First unveiled in Times Square ahead of the 2026 Daytona 500, the activation reached 133.7 dBC and earned the Guinness World Records title for the World’s Loudest Billboard. Designed as a touring installation, the system continues to bring NASCAR’s unmistakable energy to fans throughout the championship.