All the world is a lab and every moment a new experiment. The Lab of Misfits is the world’s only neuroscience-focused creative studio that pioneers authentic brand experiences designed to expand perception.
If your purpose is not authentic, it's merely a slogan. True authenticity requires 'unfakeable signals', the enduring values that resonate with you and your audience. The Lab of Misfits discovers these values to help people, businesses and brands create genuine connections.
We achieve this by studying humans ‘in the wild’. Our immersive, measurable ‘Experiential Experiments’ focus on how humans perceive the world around them and are designed to unveil the essential truths that drive their decisions.
By combining our unique expertise in neuroscience, immersive design and engaging story telling, the Lab of Misfits creates content and experiences that are insightful, emotional and actionable.
Why it matters
Every brand strives to deepen the connection with its audience. By engaging the hearts, minds and real lives of the audience, the Lab of Misfits delivers reliable insights that brands can act on.
It's not only brands that desire this deeper connection. According to Boston Consulting Group, authenticity is the number one quality that attracts audiences and today's consumers demand that companies stand for something bigger than profits.
But building this connection comes with a challenge - fewer than 3% of brands are perceived as having a positive impact on people's sense of well-being, according to The Guardian.
However, the benefits make this journey worth it. The most meaningful brands outperform their competitors in terms of awareness, purchase intent and premium processing. When your brand actively engages with its audience, it benefits both sides of the relationship.
This is why working with The Lab of Misfits matters.
A case in point
Cirque Du Soleil
Get a behind-the-scenes look at how the Lab of Misfits partnered with Cirque du Soleil to uncover the truth behind awe, one of the most powerful human perceptions.
Our partnership with Cirque du Soleil garnered top tier earned media coverage on ABC’s Nightline, Fast Company, Forbes and Vox, gaining more than 100MM impressions.
The increase in online conversions around the Cirque du Soleil since the campaign's launch.
The MainStage TED Talk at our neuroscience experiment has earned 280,000 views and counting.
A deeper understanding of the sensation of awe, which can be applied to future experiments and designs.
What we deliver to you
Immersive experiences, physical products and key IP that your audience can participate in.
Scientific white paper
A Whitepaper describing the unique, scientific insights and their human value provided by your brand's products or services that can be used for PR or marketing efforts.
Hero video media content
A ‘hero’ video, social media and advertising content that is emotional, personal and relatable.
Earned media is invaluable for brands. But the most important quality of content being shared by millions is not celebrity, humour or shock.
It’s the stories that offer emotion, insight and action into someone’s life.
This is what the Lab of Misfits delivers!
We are the world’s only neuroscience-focused experiential design studio that is also a real lab. Our unique process and highly experienced team do real science in the wild, generate insights that are immediately actionable, create highly emotional, shareable media content, and can deliver true impact via our exclusive partnership with one of the world’s largest and most innovative PR and Marketing companies, BCW.Meet The Misfits
Our 20/20 Discover, Explore and Own process approach asks the right questions and puts them against scientific parameters to deliver the insights and results that our partners need.