It has been created by VML London, which used emotion metric algorithms built using data from 3.4 million faces in more than 75 countries. The software tracks the user’s emotional reactions as they watch a film within the app. The video shows a variety of "lifestyle-themed visual stimuli" such as a surfer riding a wave, a crowd at a music gig and a ballet dancer. The app records the user’s facial expressions in real-time and tailors the narrative of the film. It also makes up a virtual Bentley Bentayga using the data.