Magic and science meet in the Mindf*ck app.




2017 - present

Mindf*ck is the popular Dutch TV show broadcasted by AVROTROS and hosted by illusionist — and medical doctor — Victor Mids. In this prime time TV show, he blows the minds of Dutch celebrities and lesser-known people with a combination of illusion, psychology, medicine and nimble fingers. For the 2017 season, the show introduced a mobile app that viewers can use to try some of the inexplicable illusions and scientific experiments themselves.

What we did
UX, Concept design, Visual Design, app development for iOS, Android.

The challenge

Elements designed and developed the Mindf*ck app in close collaboration with AVROTROS. In the app, created for iOS and Android, Victor Mids guides the user through six interesting experiments that can be performed safely at home. One of the experiments, for example, features the Thatcher effect where an upside-down picture of a person’s face turns out to be less normal once turned back to the original orientation.

In March 2018, the app got a major update for the new season and six new experiments were added.

Art direction: creating a world of magic and mystery

What do you think about when we say magic and mystery? Might it be the legendary David Copperfield or do you think of a white bunny in a black top hat? Inspired by movies such as The Golden Compass, Hugo and Stardust, we instantly fell in love with the steampunk theme and believed that it matched the magical and mysterious look and feel that we were after to match the Mindf*ck concept.