Goody's Smile 20

Mile 20 of a marathon is "the wall," where runners hit their physical limits and pain peaks. The insight: smiling is scientifically proven to reduce pain. While painkillers can’t be taken close to a race, Goody’s still wanted to help reduce pain. At Mile 20, a massive digital billboard used real-time facial tracking to turn runners' grimaces into exaggerated, goofy AI-generated smiles. The absurdity made runners laugh — a real smile that helped to ease their pain and even to run a little faster.