Fujifilm INSTAX has launched a new campaign that uses functional Magnetic Resonance Imaging (fMRI) and machine learning to print memories directly from the mind. The campaign, titled 'Mindography', focused on reconstructing memories for Sydney social worker Nicole Toum, which were displayed at an exhibition at China Heights Gallery.

The project was led by Research Scientist Dr Paul Scotti, who trained an AI algorithm to recognise Nicole's unique brain patterns, and was documented by creative agency HERO and production shop Chisel to create a film that will roll out as a social-first campaign.

The experiment focused on core memories that Nicole hadn't captured in photos, including memories of her late father.

Dr Scotti explained: "This is literally cutting-edge, mind-reading research. We scanned Nicole’s brain as she was seeing and imagining thousands of images, teaching a machine learning algorithm to recognise her brain activity. Then we scanned Nicole’s brain as she imagined her personal memories, and used AI to create a visual reconstruction of what she was imagining. These images aren’t just a 1 to 1 copy of what she saw in the past. They reflect more brain activity than that – her history, her memories, her emotions. So the outputs are more meaningful, I think."

The final film, featuring Nicole's reaction to the exhibition, is in its final stages of production.

HERO Sydney Executive Creative Director, Ben O’Brien, said: "This has been an incredibly exciting project, all the way from concept to reality. A true world first. I’d like to thank our wonderful clients at Fujifilm Australia for their trust and support, along with our amazing HERO and Chisel team. And of course, don’t forget to print your memories with an INSTAX mini Link 3 printer, it’s a lot easier than doing this."

The campaign coincides with Fujifilm INSTAX's launch of a new smartphone printer, the INSTAX mini Link 3.

"At the heart of our INSTAX brand is memories. We are thrilled with the results of our Mindography project, which has seen a talented research team bring to life precious memories from Nicole’s mind and make them tangible to share with the world. Whilst many INSTAX users also enjoy smartphones as a way of capturing beautiful photos – we hope the launch of the new INSTAX mini Link 3 will help many relive their special moments with instant film, while making the whole process feel joyful," said General Manager Photo Imaging, FUJIFILM Australia, Mary Georgievski.