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.”