ITV Creates commissioned artist June Mineyama-Smithson (MAMIMU) and neuroscientist Dr Tara Swart to create an ITV ident to raise awareness for Mental Health Week. On a mission to inject optimism into the world, their idea was to create visuals that induce happy hormones using specific colours and motions scientifically proven to have positive effects on the brain.
June brought Bluman Associates on board to help her create real-time graphics that could run in an immersive XR environment. The team translated Junes 2D graphic assets into 3D animations in Notch, creating three looks that seamlessly flowed into one another. Exposed parameters enabled the team to make changes on set to achieve the best results. The project titled ‘Optimum Optimism’ features a mirrored sculpture that reflects the virtual world around it. Filmed at Bluman Associates in-house XR studio (milkitstudio), the ident features three happiness-inducing looks and behind the scenes footage of how the idea came to life.