MAMIMU × Dr Tara Swart ITV Creates
Art + Science = Optimum Optimism
An artist and a neuroscientist collaborate to create art that induces a sense of optimism
I was commissioned by ITV to create the main channel’s idents. To fulfil my mission to spread optimism, I had the vision to create “Optimum Optimism” by combining the power of art and science.
I was matched with a renowned neuroscientist Dr Tara Swart, the author of the bestseller book “The Source”. I was initially concerned that she might burst the magic of creativity. But she made the project even more magical by revealing the incredible potential of our brains and aligning it with my artistic vision.
D.O.S.E. = Happy Hormones in Our Brain
Dr Tara explained it all comes back to a cocktail of four chemicals – dopamine, oxytocin, serotonin and endorphins - or D.O.S.E. So, my task was then to produce a series of visuals that would stimulate these chemicals and result in a physical reaction for viewers.
Watch the Project Explained in 60 secs
An ITV Creates Collaboration by MAMIMU & Dr Tara Swart | Mental Health Awareness Week
I chose XR (Extended Reality) — the same technology used for Disney’s hit TV series The Mandalorian — to express the optimum optimism.
A mirrored ITV logo sculpture stands amidst a backdrop of LED screens displaying captivating motion graphics. The logo's mirror surface reflects the virtual world created by the LEDs, symbolising how our minds process external influences.
This resulted in an immersive ident which takes viewers on a D.O.S.E. inducing journey. The ident is designed to top up optimism on every viewing.
Visualising Optimistic State of Mind
Credit
Artist: MAMIMU (aka June Mineyama-Smithson)
Collaborator: Dr Tara Swart
Curator: Charlie Levine
Producer: Cressida Ranfield
Director: Kevin Batchelor (Electric Robin)
Director of Photography: Conor O'Grady (Electric Robin)
Technology Partner: Bluman Associates
XR Studio: milkit studio
XR Technician: Kyle Reseigh
Notch Artists: Charlie Smith & Jamie Kenny
ITV Logo Sculpture Production: A.J Wells
Read this project on ITV website:
An ITV Creates Collaboration by MAMIMU & Dr Tara Swart | Mental Health Awareness Week
