June explained: “When I first spoke to Tara I had so many questions – why does sunshine make us feel good? What kind of colours and motion make us feel optimistic? And it all came back to a cocktail of four chemicals – dopamine, oxytocin, serotonin and endorphins - or D.O.S.E. So, my task was then to produce a series of visuals that would stimulate these chemicals and result in a physical reaction for viewers.
“Tara’s input on the project allowed me to seamlessly connect magic and logic. What I love about her work is that she uses science to explain practices such as manifestation work, without bursting the magic of creativity.”
‘Optimum Optimism’ was commissioned by ITV and will be broadcast throughout May. June Mineyama-Smithson is one of 12 artists commissioned to create idents for ITV as part of the project, ITV Creates curated by Charlie Levine.
Written By: Eleanor Harvey