Yehuda Duenyas (also known as xxxy) is an experience designer, and is the Founder and CCO of Mindride LLC, 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 the arenas of immersive theater, interactive technology, ride design, reality television, large-scale events, gaming, and physical computing.
Duenyas has created experiences and productions for Google/YouTube, Audi, the Ad Council, R/GA, Walt 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.
Duenyas was the Production Designer and Experience Designer for the Ad Council’s Love Has No Labels campaign which has over 1 billion media impressions, and has been viewed over 100 million times online. LHNL is currently the most watched campaign of 2015 and has won 8 Cannes Lions, 11 Clio Awards, and 2 Facebook awards. In addition, 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 is the Co-Executive producer of Mindcontrol, an EEG-driven reality game special executive produced by Mark Burnett and MGM/UA which aired in Canada in May 2015.
Presented nationally and internationally, and with an extensive background as a theater artist and director, Duenyas has custom-built numerous venues and mounted a range of award-winning productions and spectacles that re-envision how audiences engage and interact with live experience.
His work has been covered by the Wall Street Journal, the New York Times, Performing Arts Journal (PAJ), The Drama Review (TDR), Theater magazine, New York magazine, Interview magazine, Time Out NY (Top 10 Theater of 2008, 2007, 2005, 2002), the Village Voice, Paper magazine, NYPress, NPR, the Boston Globe, the Guardian, the Irish Times and many blogs and online publications, including Engadget, The Creators Project, Nerdist, and Kurzweil AI.
In addition, his work has been supported by the New York State Council on the Arts, the Greenwall Foundation, the Lower Manhattan Cultural Council, the New York City Department of Cultural Affairs, the 9/11 Fund, the Downtown Theater Alliance, the Jerome Foundation, Arts International, Chashama, the Durst Organization, Two-Trees Realty, as well as private funders. He holds an MFA in Integrated Electronic Arts from the Rensselaer Polytechnic Institute, a BS cum laude in theater from Skidmore College, and is a founding member of the multi–award-winning underground New York theater collaborative the National Theater of the United States of America (NTUSA).
Mindride - Next-generation experiential entertainment.
Mindride creates startlingly unique immersive experiences. They combine a deeply human creative vision with a bleeding edge technological perspective. An artist-driven company, Mindride’s hybrid techniques for next-gen story-telling emerge from their passion and 20+ years of experience in the arenas large-scale events, interactive technology, ride-design, gaming, virtual and augmented reality, neuroscience, physical computing and creating visionary immersive theatrical experiences around the world. To conjure the most transcendent human experiences, Mindride ventures a step beyond the possible, into the impossible.
Mindride created the production, live experience, and technology for the Love Has No Labels campaign which went viral in March 2015 with over 110 million views online. Love Has No Labels won 8 Cannes Lions, 11 Clio Awards, and 2 Facebook awards.
Mindride is also known for creating THE ASCENT, the first mind-controlled flying experience driven by a custom EEG bio-interface for a physical ride.
MINDRIDE’s team has worked in collaboration with clients such as GOOLGE/YOUTUBE, WALT DISNEY IMAGINEERING, AUDI, R/GA, THE AD COUNCIL, MGM/UA, and the MARK BURNETT COMPANY. Currently, CCO and Founder Yehuda Duenyas is a Producer and Creative Director of a new format Zombie reality-game immersive experience, created for YouTube Red.