UNIQLO

Helping people to find the perfect t-shirt for their mood

When UNIQLO first entered the Australian market, it faced a common retail challenge: how to help shoppers cut through the noise of choice and discover styles they truly loved. We saw an opportunity to position UNIQLO as not just a clothing retailer, but a fashion innovator—by blending neuroscience with style discovery.

When you get dressed in the morning, your mood often guides your choices. Some days you want bold and energetic; others, calm and understated.

In-store at UNIQLO, shoppers faced over 600 T-shirt designs. It was a playground for style lovers but also a recipe for decision fatigue.

We asked ourselves: what if the choice could be effortless? What if your T-shirt could be chosen for you, based on how you feel right now?

Using cutting-edge neurotechnology, we measured shoppers’ brainwaves to detect their current mood and matched them to a T-shirt design that reflected it perfectly.

My Role
Senior Art Director

Company
Isobar

Responsibility
Concept
Art Direction
User Experience Design

Acknowledgements
Marguerite Maloney (Designer)
Tom Wilson (Developer)
Oh Yeah Wow (Video Production)

Case Study

A world first

Collaborating with Melbourne University’s neuroscience department, UNIQLO shoppers were fitted with a headset that read their brainwaves. A custom-built algorithm analysed responses to video stimuli to identify their current mood and recommend a selection of suitable t-shirts. We monitored their brain activity as they viewed the results to determine which t-shirt they liked the most.

For everyone

For those not able to take part in the activation, we integrated the technology into UNIQLO.com and Instagram and supported the campaign with social content, blogger outreach, and digital and out-of-home media.

Promotion

Working with Oh Yeah Wow we created a promotional video starring comedian Benjamin Law. The video sees Ben showing off the Uniqlo t-shirts, as he walks the streets of Fitzroy and his mood changes. The loverly Benjamin also helped to launch the activation in-store.

The Results

  • UMOOD became one of UNIQLO’s most talked-about activations in Australia, captivating shoppers and media alike.

  • The experience generated over 20 million earned media impressions, valued at $1.1 million. In other words, we delivered the impact of a major paid media campaign, entirely through creative storytelling and innovation.

  • Built UNIQLO's position as a global retail innovation leader

  • Recognition from Adweek as Digital Campaign of the Year reinforced UNIQLO’s place as an innovation leader and showcased the power of blending technology, design, and human emotion.