Photographs are one of the most important forms of therapy to help patients with dementia to remember a moment in time and inspire them to speak. But not every precious moment has a photograph.
It is a Happiness project, a FCB alliance that has worked together with the Belgian Kodak distributor
To open new paths in photographic reminiscence therapyHappiness, a FCB alliance that has worked together with the Belgian distributor of Kodak, has launched “Memory Shots”, an artificial intelligence-powered tool that allows patients with dementia and their therapists or caregivers to describe a memory and create a photo that It looks exactly as if it were taken with a Kodak camera of that time.
“Memory Shots” even allows edit and add real faces until the patient feels that the photo accurately reflects the moment it is trying to describe, allowing them to travel down memory lane while also evoking a deeper conversation with those around them.
The AI-powered tool uses language models and image diffusion to generate photorealistic images based on a conversation about a memory. Finetuned Stable Diffusion XL, Controlnets, IPAdapter, FaceID, Inswapper and Codeformer are some of the tools on which “Memory Shots” is based.
Stefaan De Beukelaer, Director of De Beukelaer & Co – Kodak distributor in Benelux – has stated that “As a brand that has been in business for over 130 years, we know a lot about the importance that photographs can have for our mental well-being and their role in preserving memories. “We hope to have a significant impact on improving the lives of these patients.”
The tool has been conceived and developed by Happiness in collaboration with all Belgian dementia organizations, including Alzheimer Liga Vlaanderen, Alzheimer Belgique, Stopalzheimer.be, Expertisecentrum Dementie Vlaanderen and Baluchon Alzheimer. Financed by Kodak In Belgium, it is now available free of charge to all dementia treatment centers and more than 70% are currently using “Memory Shots” to improve patients’ lives.
Credits
- Client: H. De Beukelaer & C° nv (Kodak)
- Customer contact: Stefaan De Beukelaer
- Agency: Happiness, an alliance of FCB
- Creative Director: Geoffrey Hantson
- Global Creative Partner: Danilo Boer
- Creative Director: Frederik Clarysse
- Creatives: Thomas Cappelle and Mathias Lemielle
- Technology Manager: Thomas Colliers
- Movement Design: Remke Faber, Simon Schuurman
- Agency Producer: Bart Vande Maele
- Design: Lore Snauwaert, Dries Lauwers
- Commercial Director: Mattias Vermeire
- Account: Noa Perelsztejn
- Music: Jaan Hantson
- Film production: AMOK
- Executive Producer: Filip Vangeffelen
- Director of photography: Sam Ostyn
- PR: David Dalemans @ Double Deeds