Waves of Will is a pioneering live performance in which Breanna Olson, a professional dancer living with ALS, controls a virtual avatar on stage using only her brainwaves. Developed by Dentsu Lab in collaboration with NTT, the project sits at the nexus of neuroscience, choreography, creative technology, and human centered design, illustrating how innovation can become a powerful cultural force.

Many organizations already hold remarkable research and valuable datasets; yet when powerful storytelling is applied, work that once struggled to reach the people and communities who need it most can suddenly travel further, unlocking new possibilities. Naoki Tanaka, Dentsu Lab’s Global CCO, proposes that enabling this transformation is the highest form of branding and marketing - deeper and more impactful than traditional advertising messages because it turns innovation itself into a meaningful cultural experience.

Showcasing Dentsu Lab’s mission and vision that fuses creativity with advanced technology, Naoki will deep dive into Waves of Will, with a particular focus on the brainwave based interface that enables a performer to express herself through a digital body. Attendees will gain rare insight into the technical, creative, and ethical journey of building truly human first technology, demonstrating how the creative industry can lead in building systems that allow more people to participate in, perform within, and shape culture.

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