Tag: Fujifilm

Sydney, Australia – Instax, an instant camera brand under FUJIFILM, is printing photos from memories in a campaign conceptualised by McCann + HERO Australia.

The campaign highlights technology’s potential to recover copies of lost photos through the [Mind]ography experiment, which was led by researchers including Dr Paul Scotti from Princeton Neuroscience Institute.

Through advanced brain-scanning technology, the project uses a person’s brain activity while recalling memories to generate images from neural patterns.

The campaign shows how Nicole Toum, a Sydney-based support worker who lost her father and numerous digital photos, participated in the experiment. Through [Mind]ography, her lost memories were reconstructed and printed.

Photos from Toum’s memories were exhibited at China Heights Gallery in Sydney, Australia. The exhibition led to Instax’s social engagement and reach growth.

Coinciding with FUJIFILM Australia’s 20th anniversary, the campaign reinforces the company’s dedication to innovation, quality, and customer satisfaction. 

“This is literally cutting-edge, mind-reading research. We scanned Nicole’s brain with Functional MRI as she saw and imagined thousands of images, training our algorithm to recognise her brain patterns. Then when she imagined her memories, the AI could create a visual reconstruction of what she was imagining,” Scotti said.

“Here’s the fun thing about memories, we all see them so differently. So we asked the question – what if you could print memories as you recall them in your mind? Not just a photo capturing a moment, but what you remember in your mind from that moment. What if we could print THAT memory? Well, we are excited to have printed the world’s first “memories” through the [Mind]ography campaign, thanks to Nicole Toum, Dr Paul Scotti and the team at RINSW,” Mary Georgievski, general manager of photo imaging at FUJIFILM Australia, commented.

Mitchell Sutton and Josh Campbell, senior creatives from McCann + HERO Australia commented, “[Mind]ography is one of those ’what if’ ideas we’d normally put aside pretty quickly. But AI is unlocking new possibilities so fast, you almost can’t just say ‘that’s impossible’… you’ve got to check first. It’s fantastic to be able to visualise data in such a unique way, plus it’s easy to see how this kind of tech will change lives. Being able to help Nicole recover her lost memories was a privilege, and we can’t wait to see where Dr Scotti’s research ends up.”

Sydney, Australia – Fujifilm is celebrating its 90th anniversary with the launch of the company’s first-ever global purpose, ‘Giving our world more smiles’, underscoring the company’s commitment to bring diverse ideas, unique capabilities and extraordinary people together to change the world.

The new global purpose reflects Fujifilm Group’s role in bringing smiles to the world through innovative products for the past 90 years and the goal for the entire Fujifilm group to guide employees, customers and the community toward a shared future.

Fujifilm’s new global purpose is one of its most unique and wide-ranging initiatives to date as it encompasses all of the company’s divisions, including medical systems, photo imaging, recording media and electronic imaging.

The new global purpose has roots as far back as Fujifilm’s 2006 corporate philosophy changed when the company began aligning its business expansion and the addition of diverse products globally. It also aligns with Fujifilm’s global CSR plan which emphasises sustainable development as a part of Fujifilm’s Sustainable Value Plan (SVP) 2030.

Whilst Fujifilm’s “Value from Innovation” remains as the company’s corporate slogan, there has also been update on its corporate philosophy, which the company describes as, “an embodiment of aspirations propelling the group toward realising its purpose”.

To mark the anniversary, Fujifilm also launched a dedicated 90th anniversary website which showcases the company’s history since 1934 and reflects the wide-ranging public discussions it has had about its role in society and how it can contribute to creating a brighter future.

Talking about this initiative, Richie Matoba, CEO of Fujifilm Australia, said, “Fujifilm’s 90th anniversary celebrates the rich diversified history of our brand and our journey through a wide range of industries and products that have enriched and changed countless lives. It is also a commitment to the future, with the belief that our product range and proprietary technologies will be successful in giving our world more smiles.”

Meanwhile, Teiichi Goto, president, CEO and representative director of FUJIFILM Holdings Corporation, added, “Through our new Global Purpose and by combining the Fujifilm Group’s strengths in technology and the wisdom of our diverse and talented workforce, we will contribute to solving social issues through all of our businesses.”

Mumbai, India – As part of its quest to remain a leading imaging solutions company in the local market, Fujifilm India has appointed digital marketing agency Social Panga to handle its social media duties, which will amplify the corporate philosophy and the industry presence of Fujifilm India.

Said mandate, which was won through a multi-agency pitch process, covers duties of conveying the core ideology of Fujifilm India, in ways that not only catalyze the brand’s awareness but also establish its presence in various verticals that the brand operates in.

For Tribhuwan Joshi, lead brand communication for PR and CSR at Fujifilm India, they intend to kick-start their digital and social media campaigns alongside Social Panga via inventive strategies that the agency has in store for them, as well as intending to position Fujifilm India as the imaging solutions leader that wants to create a safer, stronger and better future.

“At Fujifilm, our aim remains to tackle societal challenges through our cutting-edge technology in healthcare, materials and imaging business. We want people to know Fujifilm is a brand that believes in innovation to improve lives and we will #NeverStop innovating for a healthier and sustainable world,” Joshi stated.

Furthermore, Social Panga’s Gurugram office shall tend to the requisite by aiding Fujifilm India with substantial and engaging content, along with paving the way for groundbreaking digital and social media campaigns that blend well with its target consumers.

“Our collaboration with Fujifilm India shall make way for strategically-devised campaigns that shall bring the Fujifilm thought to the fore and place the vast reach of Fujifilm’s innovations on the radar of the Indian consumer. Social Panga strives to make a difference and with Fujifilm India onboard, we are all set to accomplish the same – creatively as well as tactfully,” said Himanshu Arora, founder at Social Panga.

The awarding of the social mandate comes at a time where Fujifilm applies its manifesto of ‘Value from Innovation’ at every step and uses its leading edge, proprietary technologies to provide top-quality products and services that help enhance the quality of life of people worldwide.

“Social Panga aims to position Fujifilm India in the social media marketing arena as a trailblazer in developing technologies that improve people’s way of life. The agency’s expertise shall pave the way for an integrated marketing approach based on nouveau ideas, crisp storytelling, and other attributes that shall fulfill the mentioned aspects,” the agency said in a press statement.