The Eyelove Art Project

To launch Shire’s multi-year Eyelove Campaign, the Eyelove Art Project turned personal vision into personalized art, giving participants a new way to appreciate the uniqueness of their own eyes. Custom-built headsets, equipped with a macro lens, adaptive lighting, and a high-resolution camera, captured individual eye color pixels. These details were then transformed into dynamic 3D generative artwork, projected in real time onto a gallery wall and shared directly with participants for their social platforms.

The experience debuted on NYC’s High Line before making stops at medical conferences in Chicago, Boston, Washington D.C., New Orleans, and Los Angeles throughout 2016-2017. For those who could not attend in person, an online version was created to provide a virtual experience. The Project create over 5,000 unique pieces of artwork and generated over 550+ million media impressions, gained national recognition, and earned multiple award nominations as a ‘groundbreaking fusion of art and science.’