Instax launches printed memories with McCann + Hero Australia adobo Magazine [Video]

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SYDNEY, AUSTRALIA — A staggering amount of digital photos, and the memories they capture, are lost every day. In fact, an estimated 57% of young Australians have lost a precious digital photo, and didn’t have a physical copy, seemingly losing those memories forever.

Inspired by this, instax™ has worked with leading researchers to create the world’s first printed memories, in a campaign conceptualized by McCann + HERO Australia. 

Lost memories were reconstructed from the mind of Nicole Toum, a support worker from Sydney. After Nicole tragically lost her father in 2018, she also lost dozens of digital photos; and she chose three of these core memories to be recovered through “[Mind]ography.” 

“This is literally cutting-edge, mind-reading research,” said Dr Paul Scotti, of Princeton Neuroscience Institute, who led the experiment. “We scanned Nicole’s brain with Functional MRI as she saw and imagined thousands of images, training our algorithm to recognize her brain …