Exploring the Intersection of Science and Art: Instax’s Groundbreaking [Mind]ography Experiment
In a pioneering project that blends science and art, Fujifilm’s instax has unveiled the world’s first printed memories through an innovative experiment called [Mind]ography. Led by research scientist Dr. Paul Scotti, this revolutionary endeavor combines Functional MRI (fMRI) brain scans with advanced machine learning to reconstruct memories directly from the mind. Supported by Research Imaging NSW (RINSW), Dr. Scotti’s AI algorithm was trained to decode the unique brain patterns of Nicole Toum, a social worker from Sydney, Australia.
The [Mind]ography experiment focused on core memories that Nicole had not captured in photos, including three significant memories from her past, particularly those related to her father who passed away in 2018. These memories were brought to life and showcased at an exhibition held at China Heights Gallery, where the printed memories were prominently displayed.
To document and share this extraordinary journey, HERO, in collaboration with the production company Chisel, created an emotion-evoking film. The film and the campaign were rolled out as a social-first initiative, supported by extensive PR and paid media efforts.
Dr. Paul Scotti remarked, “This is literally cutting-edge, mind-reading research. We scanned Nicole’s brain while she was seeing and imagining thousands of images, training a machine learning algorithm to recognize her brain activity. We then scanned her brain again as she envisioned her personal memories and used AI to generate a visual reconstruction of her thoughts. These images are more than just reproductions; they encompass her history, memories, and emotions, making them profoundly meaningful.”
Ben O’Brien, Executive Creative Director at HERO Sydney, expressed his excitement: “This project has been an incredible journey from concept to reality. It is a true world first. We are grateful to Fujifilm Australia for their trust and support, as well as to our amazing HERO and Chisel teams. And remember, while printing memories with an INSTAX mini Link 3 printer is simpler, this project showcases the profound possibilities of AI in preserving memories.”
Mary Georgievski, General Manager of Photo Imaging at Fujifilm Australia, added, “The essence of our instax brand is about preserving memories. We are thrilled with the results of our [Mind]ography project, which has enabled us to materialize precious memories from Nicole’s mind and make them shareable with the world. The instax mini Link 3 smartphone printer, which we are launching, offers a simpler way to print and relive memories.”
The [Mind]ography campaign not only highlights the innovative capabilities of AI but also supports the launch of the new instax mini Link 3 smartphone printer, providing a bridge between futuristic technology and everyday memory keeping.
Credits:
Client – Fujifilm
General Manager – Photo Imaging Division: Mary Georgievski
Head of Product Marketing Operations – Photo Imaging Division: Daniel Paul
Brand & Digital Marketing Manager: Sakshi Vyas
Senior Product Manager – Photo Imaging Division: Roy Kim
Brand & Marketing Coordinator – Photo Imaging Division: Vanessa Chen
Agency – HERO
Executive Creative Director: Ben O’Brien
Senior Art Director: Mitchell Sutton
Senior Copywriter: Josh Campbell
Art Director: Charlotte Smith, Johnathan Akiki
Designer: Sammy Lee
Studio Manager: Daniel Hickey
Senior Producer: Jeff Edwards
Executive Planning Director: Lu Vardy
Junior Planner: Grace Coutts
Senior Account Manager: Sophie Toy
Communications Director: Ebony Santin
Communications Manager: Stephanie Rinaldi
Social Manager: Gemma Davies
Production – Chisel
Senior Producer: Emma Whitehouse
Directors: Jarid Seymour / Emily Mays
DOP: Jarryd Sinclair
Editors: Ben Bowles
Colourist: Peter Danks
Mix: Anthony Marsh
Animator: Adrian Katz