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A brief overview for analyzing expected EEG signatures: The Valence–Arousal Model

1. Valence – How pleasant or unpleasant the emotion is

• High valence → pleasant, positive emotions
  (joy, love, pride, relief, tenderness)

• Low valence → unpleasant, negative emotions
  (sadness, fear, shame, guilt, anger)

2. Arousal – How activated or calm the person is

• High arousal → intense emotions with high physical or mental energy
  (euphoria, anger, shock, excitement, surprise)

• Low arousal → soft, relaxed, or passive emotions
  (calm, melancholy, contentment, resignation)

Imagine a chart with two axes:

Emotion                    Valence        Arousal

With an EEG headset, we can measure electrical signals in the brain that correspond to these two emotional dimensions:

• Beta / Gamma waves → high activity (high arousal)

• Alpha / Theta waves → relaxation (low arousal)

• Certain patterns of frontal asymmetry can indicate emotional tone
  (e.g., more activity in the left hemisphere often relates to positive emotions)

While it’s not possible to “read” an exact emotion, we can estimate whether someone is experiencing something:

• Pleasant or unpleasant (valence)

• Exciting or calming (arousal)

Proposal: 5 Main Classification Groups by EEG

Expected EEG Signature*

— Quick Reference Framework:

To ensure the stories work smoothly with our emotional detection pipeline

photo → story → emotional video → EEG reading

It’s helpful to reduce emotional complexity into a smaller set of clear narrative arcs.

Valence (positive ↔ negative) and Arousal (intensity ↔ calm) are the two emotional axes we will later map onto our EEG readings.

Each story/photo should come with 3 to 5 short sentences explaining the context, the key moment, and how it was resolved. This will greatly improve the accuracy of classification.

                     #Group                                     NameCore              EmotionContrast / Turning Point                                                       Example Stories

3. How to Tag the Photos (Client Template)

We plan to interview five individuals, one representing each emotional group. The interview will follow this simple script:

1️⃣ Short title (e.g. “From the streets to the sofa”)
2️⃣ Suggested group (choose one from 1 to 5)

3️⃣ Context (2–3 sentences): What was happening before the photo was taken?

4️⃣ Captured moment (1 sentence): What exactly do we see in the image?

5️⃣ Outcome / turning point (1–2 sentences): How does the story end?

6️⃣ Emotions felt (check up to 3): joy, relief, pride, etc.

This structure will provide consistent metadata to support the editing of each emotional video and allow us to classify them with a clear narrative purpose.

Each of the five people represents one of the five major emotional groups. This will give us a storytelling sample for each emotional arc. What matters most is the rich emotional information surrounding each narrative, as captured through this interview script.

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AI variation by parameters

initial reference

AI styles

real brush sample

real brush sample

key real brush sample

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We are developing a software to emulate a kaleidoscope and better imagine how neural data transfer might work,

including the dataset of photos and words, and a kaleidoscopic visualization.

Using the first software test, we can see how raw data is visualized as if it was information between neurons. This generates a sense of energy and connection between the users and the result.

An initial visual test where we interpret neural data using elements that resemble a living painting, forming unique flower-shaped creations. This is a first artistic approach that combines the user's dataset, the user's neural information, and an artistic algorithm.

These numbers include the full development of the necessary software:
· Software to transform the datasets onto our server and generate the timeline
· Software to analyse neural data and convert it into visual decision data
· Software for real-time visualisation

It also includes artistic direction, concept creation phase, technological direction, production, engineering, and all human costs associated with the complete development of the project.

It also covers the materials needed for the prototyping phase, 3 5-channel neural headsets (development, installation and backup), servers, and an approximate estimate of the total cost for creating and installing one final kaleidoscopic structure.

These numbers do not include the adaptation of the installation space (which will need to be defined with the client), travel, accommodation, or any other contingencies that may arise due to changes in the creativity proposal.

Cost breakdown:

— Development phase (including all human costs): between 120.000 and 130.000€
— Materials needed during the development phase (R&D + 3 neural headsets + prototype): between 15.000 and 20.000€
— Final kaleidoscope structure (on-site): between 30.000 and 35.000€

Lower execution case:
Instead of the 5-channel neural headset, we would use a 2-channel one that could work simultaneously with a VR headset.

Total cost of these materials: between 3800 and 4500€ (including VR headset -1 unit-, 2-channel neural headset -3 units-, and server).

If we decided to go with this option, the total cost of the project (development + materials) would be between 124.000 and 134.000€

Cost estimation: between 165.000 and 185.000€

The total development time for the project is 4 months, divided into the following phases:

1. Mid-June to mid-July: R&D on neural data acquisition + R&D on visual execution

2. Mid-July to mid-September: Programming of the software that transforms the datasets onto our server and creates the timeline, programming of the software that analyses the neural data into visual decision data, and programming of the software for real-time visualisation

3. Mid-September until final delivery and installation: Testing & debugging, installation on-site

R&D

Development

Testing & Delivery

Mid-June - Mid-July

Mid-July - Mid-September

Mid-September - Event date

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An emotional, collective, and artistic experience where gratitude takes shape. 

Purina invites the veterinary community to an immersive art installation where their emotions, stories, and care will be transformed into living, generative artworks.
A space to reflect, feel, and celebrate the invisible bonds between vets, pets, and their families.

Weeks before the event: collecting photos and words from vets and pet owners. Moments of healing, connection, and gratitude, captured through images and short phrases.

Our goal is to create an emotional dataset to feed our generative algorithm. These will be the assets shaping the heart and soul of the experience.

Visitors who wish to participate will sit at the end of an immersive kaleidoscope tunnel, facing an LED screen. They will wear a neural headset that captures real-time brain activity, detecting their emotional responses.

Then, through an iPad in front of them, they will select one of five specially crafted emotional clips. These clips are carefully curated audiovisual journeys, each built from photos and phrases collected from vets and pet owners during the pre-event phase.
They combine these images with poetic captions and an immersive, custom-composed soundscape.

Each clip invites visitors to relive moments of care, healing, and emotional connection between pets, families, and vets.

How it works:

• While the visitor watches the clip on the iPad, the neural headset captures their brainwaves, focusing on emotional responses like joy, empathy, and awe.

• This scientific data becomes the raw material for our real-time generative art algorithm, which transforms the visitor’s emotions into unique, evolving digital artworks.

• The resulting piece is projected onto the kaleidoscope’s LED screen, while the mirrors amplify and multiply the experience into a mesmerising, immersive art environment.

• Simultaneously, other visitors can walk inside the kaleidoscope and witness the live creation of the artwork, becoming part of a collective moment.

By using a device such as a kaleidoscope, we enable the user to connect with their past and childhood, turning the experience into something intimate and emotional.

Each generated piece will be tagged with its date and time.

All pieces will be displayed on screens at the main booth, and a digital archive and a web app will allow everyone to revisit the virtual kaleidoscopes.

· All artworks created during the event will continue to live beyond the experience.

· Give visitors the option to revisit their creations through a custom web app, designed to display their unique kaleidoscopic artwork.
· Creation of a physical cardboard kaleidoscope with a QR code to relive their creation anytime, anywhere.

The installation becomes an emotional legacy, a gift from the veterinary community to itself and the world.

A permanent, shareable archive celebrating the invisible connections between vets, pets, and families.