The Ascent is a mind-controlled immersive ride/game spectacle that allows riders to levitate high into the air through saturated environments of interactive lighting, sound, and atmospherics.
The Ascent puts riders in the center of a mind-controlled game world. Using mental power, riders control their own flight experience, crossing through enormous atmospheric thresholds, while triggering overwhelming EEG-reactive lighting and sound. Riders can achieve an epic-win by rising to the top of the ride, and are rewarded by an indoor firework display of hi-octane theatrics and show-stopping spectacle.
Part adventure ride, part spiritual quest, this epic experience is the first neuro-driven ride of it’s kind, and as of June 2012 was considered the largest EEG bio-feedback machine in the world. The Ascent uses neuro-technology, custom software, and an original show-control system to deliver a mythic, mind-altering take on the intersections between humans and machines, transcendence and technology.

Press
New York TimesBrain Waves Lift Me Higher

Yehuda Duenyas is an experience designer and is the Founder of Mindride, an artist-driven company specializing in next-generation experiential entertainment. Bridging the gap between the physical and the virtual, Duenyas is a visionary artist who creates immersive encounters and interactive events, playful environments that sensuously evoke the mythic, the intimate, the ridiculous, and the sublime. His techniques emerge from his passion and experience working in immersive theater, interactive technology, ride design, reality television, large-scale events, gaming, and physical computing.

Yehuda was the Designer of the Ad Council’s Love Has No Labels campaign, and his company Mindride designed the custom motion capture pipeline behind that powered the experience. The most viewed campaign of 2015, Love has no Labels has earned over 1 billion media impressions, has been viewed over 110 million times online and won 8 Cannes Lions, 11 Clio Awards, 2 Facebook awards, and the 2016 Emmy for Outstanding Commerical. His company Mindride developed the live motion capture pipeline behind the spot. Duenyas and his team also created The Ascent, the first mind-controlled ride/game, which was called the largest EEG bio-feedback machine in the world by the New York Times. Duenyas has created experiences and productions for Google/YouTube, Audi, the Ad Council, R/GA, Disney Imagineering, Logan & Sons, Alpine Labs, MGM/UA among others. He consults on new forms of interactive experience design for the entertainment industry and advertising. Currently, Duenyas is a Producer and Creative Director of a new format Zombie Reality Experience, created for YouTube Red.

PRESS
AdCouncil The Ad Council’s Love Has No Labels Is Honored at 2015 Cannes Lions Festival
AdWeek - After a Record 8 Lions in Cannes, Ad Council Brings 'Love Has No Labels' to NYC Pride



AWARDS
Emmy Award for Outstanding Commerical
8 Cannes Lion Awards
Gold Direct: Public Health & Safety, Public Awareness Messages Silver Direct: Targeted Ambient Media: Large Scale Silver Direct: Use of Digital Marketing Silver Outdoor: Live Advertising & Events Bronze Titanium & Integrated Bronze Cyber: Online Video: Social Video Bronze Cyber: Spatial Tech Bronze Cyber: Web Campaign: Charities, Public Health & Safety, Public Awareness Messages