Brain gains.

"We recorded and visualised people's brainwaves as they experienced art and culture" sounds like dialogue from a science fiction film where the poor test subjects' heads exploded. It's also the premise of this Art Fund commercial, which—to the relief of everyone involved—features no blood or gore whatsoever.

Instead, agency Pablo London and director Dan Emmerson flit between brushstrokes and brainwaves, neo-impressionism and neural oscillations, exhibits and emotions. Thanks to some nifty headbands, we get to see how the cast react to artefacts and artworks on a deeper level.

The multi-coloured squiggles that represent brain activity are, well, artful in their own right, while the multigenerational cast react like enlightened human guinea pigs. Some may swear by dopamine detoxes, but Art Fund encourage viewers to plan their next hit pronto.

Product Category: Charities

Territory: UK

Brain gains.

by Andrew MacGregor

"We recorded and visualised people's brainwaves as they experienced art and culture" sounds like dialogue from a science fiction film where the poor test subjects' heads exploded. It's also the premise of this Art Fund commercial, which—to the relief of everyone involved—features no blood or gore whatsoever.

Instead, agency Pablo London and director Dan Emmerson flit between brushstrokes and brainwaves, neo-impressionism and neural oscillations, exhibits and emotions. Thanks to some nifty headbands, we get to see how the cast react to artefacts and artworks on a deeper level.

The multi-coloured squiggles that represent brain activity are, well, artful in their own right, while the multigenerational cast react like enlightened human guinea pigs. Some may swear by dopamine detoxes, but Art Fund encourage viewers to plan their next hit pronto.

Product Category: Charities

Territory: UK