Work of the Week: 11/12/20
Psychologists have spent centuries exploring and analysing dreams. New innovations in dream analysis have led to breakthroughs in researchers recording the semi-lucid dream state known as hypnagogia where the brain undergoes a physiological change and the dreamer experiences a 'waking consciousness'.
For the launch of the new Xbox Series X, the brand and its agency 215 McCann, out of San Francisco, partnered with dream scientists for an almighty piece of truly unique branded content that was one of our favourite campaigns to launch in the last seven days.
Research for the project made use of a leading university's 'Targeted Dream Incubation' methods and dream recording technology Hypnodyne to explore what gamers dreamed of after playing on the next-gen console for the first time. If the idea doesn't sound quite wild enough so far, 215 McCann enlisted none other than Jojo Rabbit director Taika Waititi to kick off the branded content series with a short film entitled 'Lucid Odyssey'. The inspiration for Taika's film was the results of a dream study on popular streamer MoonLiteWolf, telling the story of her experience and the real dreams she had, which include exploring a magical forest with a glowing bunny creature, encountering a 'galaxy whale' made out of constellations, and attending a concert in space where Master Chief was DJing an EDM version of the Halo Monk Chant.
It's one of those ideas that really is best you experience for yourself. Do exactly that - and check out the rest of this week's best work - below.
