Responsibilities / Technical Oversight, Lead Artist
WHEN WE DON’T MOVE, OUR MIND RACES.
In order to make the link between movement and the mind more quantifiable, Solarflare Studio embarked on a unique research project with client ASICS, collaborating with agencies Golin and Unit 9 to investigate what happens to our mental state when people pause their regular exercise routines for just one week.
Not only that they discovered how many minutes it took to help them feel uplifted.
APPROACH
We have been working with Asics since 2021, and this long-term partnership with the ASICS has resulted in the development of the Mind Uplifter™ programme which is now globally incorporated within their brand identity and communications strategy.
As an extension to the campaign, Mind Race was put together with Dr. Brendon Stubbs and volunteers globally, where everyday athletes were monitored to see the impact a week of inactivity would have on their minds. By capturing multiple data sets, we were able to generate an atmospheric data visualisation that integrated both EEG readings with emotional and cognitive behaviour recordings from the Mind Uplifter™ Tool.
CHALLENGE
Since 1949, ASICS’ founding mission has been to help everyone achieve a ‘Sound Body, Sound Mind’, with an unrelenting philosophy that sport holds the power to uplift the mind. Mind Race was created out of the combined desire to push the goal of moving a million minds. Now a data discovery and visualisation can narrate the true power exercise can have on your mental well-being.
We went about using technology to create visuals that not only looked great but created an abstract representation of the emotional and cognitive behaviour through real-time particle and cloud simulations.
THE TECH
Using ASICS ‘Mind Uplifter’ technology, which combines AI facial scanning data with a series of scientifically designed questions and answers, a Mind Uplift score illustrates to the user how different sports can alter their mental state across 10 cognitive and emotional metrics. Now capturing real-time feedback on general brain activity, heart rate, breathing, and body movement with the use of Muse 2 headsets at different stages of the experiment; Mind Race captured each participant’s EEG data with their Mind Uplifter™ scores to track the negative effect that a week without exercise would have on the individual.
The Visualisation
Working with real-time visual artist Ben Heim, we translated the participants’ state-of-mind recordings before, during, and after the experiment, into an atmospheric data visualisation, which was fed onto large LED screens that centred the film set. Exclusively revealed in the film, the participants’ reactions to their results were captured.
RESULTS
The study revealed that participants’ State of Mind scores were lowered by an average of 18% through not exercising, with confidence, positivity, and the inability to cope with stress also reduced. The results also pinpointed that 15 minutes and 9 seconds is all the exercise it takes to return to a positive mental state.
AWARDS
- The Drum Awards, PR | Best PR Campaign for an International Client, Winner
- Creative Moment Awards | Most Creative Branded Content Campaign Of The Year, Silver Award
- Creative Moment Awards | Most Creative Beauty, Health & Wellness Campaign Of The Year, Shortlisted
- PR Week Awards 2022 | Best International Campaign & Best Purpose (ESG) Campaign, Shortlisted
- Creative Data Cannes 2022 | Data Storytelling, Shortlisted
- PR Week Global Award 2023 | Global PR Breakthrough, Shortlisted
Full Documentary
