Mindography

Studies show that printed photos mean more than digital photos. But of the 5 billion photos taken daily, only 1% are printed. To launch the new Instax Mini Link 3, an instant smartphone printer, we needed to show the value of a printed photo.

We created Mindography, a world-first experiment where we printed memories straight from the mind of our subject, Nicole Toum. We combined cutting-edge fMRI and AI technology to interpret Nicole’s brain scans, reconstruct her memories, and print those memories as images.

Created in partnership with neuroscientist Dr. Paul Scotti of Princeton University and UNSW Research Imaging, the memories were displayed in a gallery and drove exceptional results: 20M earned impressions and publicity in the likes of Variety Magazine increased share of mind, while an 800% increase in engagement indicated relevance to our audience. A 102% increase in sales suggests that consumers opted for Instax over key competitor Polaroid.