MUSE HEADBAND
For more than a decade, the team at Interaxon has been figuring out how to condense the power of the brain-watching tech found in expensive fMRI machines and the like, into a personal headband for consumer use.
​
The Muse Headband is your personal brain-training coach, here to assist with mental clarity, emotional resilience, and quality of sleep.
​
Up until recently, their online presence had been dominated by UGC content. With their audience starting to grow tired of the repetition, it was time for a change.
WHAT WE DID
MUSE HEADQUARTERS
SHOT DECKS
We saw an opportunity to show folks "inside Muse Headquarters," a lighthearted play on the BTS footage that audiences are fond of.
​
We created three versions of Muse Headquarters: Grounded, Quirky, and Satirical (swipe through to see them all).
​
The folks at Muse chose the Quirky version, probably for everyone's benefit.
MUSE LAB TECHNICIAN
(& GRACIOUS HOST)
​​
With Muse Headquarters created, we needed a friendly lab technician to guide us around the various rooms, explaining the real-world science behind the Muse Headband in a down-to-earth and just a tiny bit silly manner.
​
We offered three choices, from which Monica was chosen.
WINNING COMBO
COMMERCIAL STORYBOARD
​
Having written three versions of the script and shared with the team at Muse for feedback, we got the green light to go with version 2, which led to the detailed storyboard you see here.
​
Once this was approved, the final stage was to create the finished commercial...
THE RESULTS
FINAL COMMERCIAL​
​
Welcome to Muse Headquarters. Your guide, Monica, will take you on a fun tour of the location, demonstrating exactly what makes the Muse Headband such a unique and trusted product.
​
The visuals and sound effects may lean towards the comedic, but the information shared is very real. And very impressive, as you'll soon see.
​​
We intentionally went for a handheld documentary style, avoiding anything that looked over produced, so the video would be less of a departure from the brand's recognizable UGC content.
​
Super fun project for a brand doing real good in the world.
SUMMER MARTIN — INTERAXON​
​
"We sensed there was a shift occurring on social media away from UGC content and towards narrative-driven content. We weren't ready to invest hundreds of thousands of dollars on hiring a film crew to put together a full scale commercial, so when Jon reached out and talked us through the option to create an AI-produced test commercial, it seemed like a good opportunity. Communication has been transparent, we've been pretty much hands-off aside from providing feedback, and the commercial is, well, is it really AI!? Very glad we did this and looking forward to seeing how the video performs."