Rhizomatiks in Tokyo are long-term collaborators of ours, and we’ve always been amazed by their experimental R&D: bridging the worlds of medicine, architecture, art, music, city planning and tech.

When they told us they’d spent years developing hardware with Japan’s top neuroscientists, we were delighted to join the project and help shape the final consumer product.

That product became JINS MEME - a range of eyewear that helps the wearer better understand themselves.

Minimalist frames by Satoshi Wada, designer of the Audi A6 and Issey Miyake W watch, discreetly house 6-axis sensors, including accelerometers and gyroscopes, in the ear pieces. In the nose pads, 3-axis electrooculography sensors capture blink patterns and eye movements.

The data from these sensors can be deciphered for a vast range of purposes, from helping correct bad posture to alerting the wearer if it looks like they’re falling asleep when driving.

We worked on the full end-to-end user experience, from naming the products and retail guides to designing and copywriting the core app and developing the language and groupings for data.

Once the product was fully conceived, we worked with TOKYO films and Kinfolk photographer Parker Fitzgerald to create the launch advertising campaign. The focal message was “ON”: the idea that wearers can be more present by understanding their fatigue levels, taking rest at the right times, and giving their full attention to the moment.

In a country where overwork and stress are serious problems, we hope this product can continue to help lots of people live healthier and happier lives. 

Credits

Agency: Rhizomatiks

Product Design: Satoshi Wada

Creative Director: Seiichi Saito

Creative Director: Guy Bingley

Creative Director: Nick Bastian

Film Direction: Senzo Ueno

Film Production: TOKYO

Photography: Parker Fitzgerald