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by Michelle Starr @riding_red / March 11, 2015 8:16 PM PDT
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Laser treatment claims toturn brown eyes blueA clinic in California is testing a laser procedure that eliminatespigment in the patient's eyes, turning them blue.
Ever been stymied in a desire to bat your baby blues by the fact that your eyes aren'tactually blue? An experimental new procedure could see you permanently changeyour peepers' hue.
Strōma Medical Corporation, based out of Laguna Beach, California, claims to haveinvented a new laser eye surgery technique that eliminates the pigment from thepatient's eye.
Here's how it works. In darker, warm eye colours -- browns and black -- the upperlayer of the iris (the stroma) contains high concentrations of melanin, the naturalpigment that effects skin colour, hair colour and eye colour.
However, in blue and green eyes, the stromacontains very little melanin -- the blue colour iscaused by a light-scattering effect called theTyndall effect, similar to the Rayleigh scattering
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effect that makes the sky appear blue. Blue-coloured eyes are actually eyes without pigment.
Strōma's technique uses a laser to disrupt themelanin in the stroma of the iris. The patientwatches a small animation about a foot from theirface, their head stabilised, while the laser does itswork, a process that takes, in all, around 30seconds per eye.
This causes the body to begin its own natural process of eliminating the pigment fromthe eye over several weeks following the treatment. The result? Sky blue eyes -- or sothe company claims. The procedure is not yet available to the public.
"We have completed a preliminary human study to test the safety and efficacy of theprocedure and using what we've learned to design and build our next-generationdevice. Our next steps will be to complete our pilot and pivotal human clinical studiesusing our new device," the Strōma website reads.
"Our plan is to treat about 20 patients in our initial pilot clinical study. Following thesuccessful completion of that pilot study we will treat about 100 patients in multiplecountries and follow them for a predetermined length of time."
Only when governmental regulatory bodies are comfortable that the process is safewill the company start taking patients, at a price tag of around $5,000 -- and, ofcourse, the team expects that the procedure will be available outside the US first, dueto the cost and stringent regulations of obtaining approval.
The team is also careful to note that it has worked hard to make sure pigmentaryglaucoma -- whereby pieces of pigment from the iris are carried into the anteriorchamber, causing pressure inside the eye and, if untreated, glaucoma -- does notresult from its treatment.
"Some physicians on blogs and elsewhere have suggested that the Strōma procedurecould cause pigmentary glaucoma," the team said. "We were concerned about thisissue right from the start, so it was the first issue we tested and measured in ourinitial pre-clinical and clinical studies. Thus far, pigmentary glaucoma has not provedto be a problem in our pre-clinical or clinical studies."
This is because the iris has a second layer of pigment -- the epithelium, locatedbehind the iris. Pigmentary glaucoma occurs when pigment abrades off this backlayer of the iris. Because the Strōma treatment only effects the upper layer ofpigment -- the stroma -- and because it is removed via a laser-initiated process ratherthan abrasion -- the team believes that it won't pose a glaucoma risk.
What is less clear is whether the laser itself is safe. The Q-Switched Nd:YAG infraredlaser is often used for treating skin pigmentation; but Q-switched pulses are relativelylong, which means there may be enough time for heat transfer into the iris, whichcould in turn cause damage. We have contacted Strōma about this issue and willupdate when we receive a reply.
Another thing to take into account is that blue eyes have a higher prevalence ofage-related macular degeneration, due to the lack of protective melanin -- so if youhave darker eyes, you have a very good reason to hang onto them.
The company is currently seeking patients for the clinical trials in Costa Rica,
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Mexico, the Philippines, London, Paris, Toronto and Argentina. You can find outmore and sign up on the Strōma website.
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Nike's "Just do it" slogan is based on a murderer's last words, says Dan Wieden14 March 2015 | 13 comments
Design Indaba 2015: the advertising executive behind Nike's "Just do it" slogan has told Dezeen how he based one of the world's mostrecognisable taglines on the words of a convict facing a firing squad (+ interview).
Dan Wieden, co-founder of advertising agency Wieden+Kennedy, described the surprising genesis of the slogan in an interview at the DesignIndaba conference in Cape Town last month.
Related story: Marc Newson helped trigger a "manufacturing revolution" at Nike, says CEO Mark Parker
"I was recalling a man in Portland," Wieden told Dezeen, remembering how in 1988 he was struggling to come up with a line that would tietogether a number of different TV commercials the fledgling agency had created for the sportswear brand.
"He grew up in Portland, and ran around doing criminal acts in the country, and was in Utah where he murdered a man and a woman, and wassent to jail and put before a firing squad."
Wieden continued: "They asked him if he had any final thoughts and he said: 'Let's do it'. I didn't like 'Let’s do it' so I just changed it to 'Just doit'."
The murderer was Gary Gilmore, who had grown up in Portland, Oregan – the city that is home to both Nike and Wieden+Kennedy. In 1976Gilmore robbed and murdered two men in Utah and was executed by firing squad the following year (by some accounts Gilmore actually said"Let's do this" just before he was shot).
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Nike's first commercial featuring the "Just do it" slogan
Nike co-founder Phil Knight, who was sceptical about the need for advertising, initially rejected the idea. "Phil Knight said, 'We don't need thatshit'," Wieden said. "I said 'Just trust me on this one.' So they trusted me and it went big pretty quickly."
The slogan, together with Nike's "Swoosh" logo, helped propel the sportswear brand into a global giant, overtaking then-rival Reebok, and is stillin use almost three decades after it was coined.
Campaign magazine described it as "arguably the best tagline of the 20th century," saying it "cut across age and class barriers, linked Nike withsuccess – and made consumers believe they could be successful too just by wearing its products."
The magazine continued: "Like all great taglines, it was both simple and memorable. It also suggested something more than its literal meaning,allowing people to interpret it as they wished and, in doing so, establish a personal connection with the brand."
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Dan Wieden
Born in 1945, Wieden formed Wieden+Kennedy in Portaland with co-founder David Kennedy in 1982. The company now has offices around theworld and has "billings in excess of $3 billion," Wieden said.
Wieden revealed in his lecture at Design Indaba that shares in the privately owned agency had recently been put into a trust, making it"impossible" for the firm to be sold.
"I’ve sworn in private and in public that we will never, ever sell the agency," Wieden said. "It just isn’t fair that once sold, a handful of people willwalk off with great gobs of money and those left behind will face salary cuts or be fired, and the culture will be destroyed."
He added: "The partners and I got together a couple of years ago and put our shares in a trust, whose only obligation is to never ever, underno circumstances, sell the agency.”
Here is an edited transcript of our interview with Dan Wieden:
Marcus Fairs: You're probably bored to death of this question but tell me how the Nike slogan came about.
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Dan Wieden: So, it was the first television campaign we'd done with some money behind, so we actually came up with five different 30 secondspots. The night before I got a little concerned because there were five different teams working, so there wasn't an overlying sensibility to them all.Some were funny, some were solemn. So I thought you know, we need a tagline to pull this stuff together, which we didn't really believe in at thetime but I just felt it was going to be too fragmented.
So I stayed up that night before and I think I wrote about four or five ideas. I narrowed it down to the last one, which was "Just do it". Thereason I did that one was funny because I was recalling a man in Portland.
He grew up in Portland, and ran around doing criminal acts in the country, and was in Utah where he murdered a man and a woman, and wassent to jail and put before a firing squad. And they asked him if he had any final thoughts and he said: "Let's do it".
And for some reason I went: "Now damn. How do you do that? How do you ask for an ultimate challenge that you are probably going to lose,but you call it in?" So I thought, well, I didn't like "Let’s do it" so I just changed it to "Just do it".
I showed it to some of the folks in the agency before we went to present to Nike and they said "We don't need that shit". I went to Nike and [Nikeco-founder] Phil Knight said, "We don't need that shit". I said "Just trust me on this one." So they trusted me and it went big pretty quickly.
Marcus Fairs: Most of Dezeen's audience is involved in making products, whether it's trainers or cars or whatever. What is the relationshipbetween what you do and the product?
Dan Wieden: Well if you notice in all the Nike work – I mean there is work that shows individual shoes, but a lot of the work that we do is moretalking about the role of sports or athletics. And Nike became strong because it wasn't just trying to peddle products; it was trying to peddle ideasand the mental and physical options you can take. So it was really unusual and it worked very well.
Marcus Fairs: And what about other clients? What do you do if the client just wants you to show the product?
Dan Wieden: Well, it depends on the client as well. But you have to be adding something to a product that is beyond just taste, or fit, or any ofthat kind of stuff. You have to have a sensibility about the product, a sort of spirit of the product almost.
Marcus Fairs: And do you turn down brands that have product which you don't think is good enough?
Dan Wieden: Oh sure. And we fire clients!
Related story: Nike plans to launch Back to the Future shoes in 2015
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SIDEBARSIDEBAR
Ice Age 2014: Remembering the Year 'Frozen' Took Over »
Elsa, left, and Anna bond in 'Frozen.' ©Disney
When it comes to Frozen, Disney will not let it go: The company announced official plans for a sequel to the hit 2013animated film during a shareholders meeting in San Francisco, Variety reports.
While no release date was revealed, original directors JenniferLee and Chris Buck are developing the project for Walt DisneyAnimation Studios. While the film's legions of fans will have towait for the official follow-up, a new short, Frozen Fever, can
be seen before screenings of Disney's new live-action Cinderella, which open this weekend.
"We enjoyed making Frozen Fever so much and being back in that world with those characters," said John Lasseter, chiefcreative officer of Walt Disney and Pixar Animation Studios. "Jennifer Lee and Chris Buck have come up with a great idea fora sequel and you will be hearing a lot more about it and we’re taking you back to Arendelle."
Disney Plans 'Frozen' SequelDisney Plans 'Frozen' SequelDirectors of the 2013 animated sensation, Jennifer Lee and Chris Buck, developing the follow up
March 12, 2015BY JON BLISTEIN
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Frozen was a monumental success for Disney, becoming the higest grossing animated film of all time, garnering nearly $1.3billion at the box office, and winning Oscars for Best Animated Feature and Best Original Song, for "Let It Go."
"Let It Go" — as sung by Elsa herself, Idina Menzel — and the Frozen soundtrack went on to become phenomenons in theirown right as well. Menzel's rendition of the inspiring ballad peaked at Number Five on the Billboard Hot 100, while thesoundtrack managed to secure the Number One spot on the Billboard 200 three separate times. It ended up becoming thehighest selling album of 2014, moving nearly 3.5 million copies and handily besting LP's released by Beyoncé, Taylor Swiftand One Direction.
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Photo: Courtesy of Meerkat
Word out of this year’s SXSWInteractive is that all anyonecould talk about was Meerkat.If you weren’t in Austin lastweekend, Meerkat is a newapp that allows users to easilylivestream video from theircellphones onto their Twitteraccounts. Much like Twitter,and Foursquare before it,Meerkat’s big debut hadeveryone in Silicon Valleyproclaiming it the next big thing
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in social media. And the hypedoesn’t seem to be overblown.The app has quickly racked upmore than 100,000 downloadsin just over two weeks.
Another sign of the imminentrise of Meerkat is that Twitterdecided to remove Meerkatfrom its social graph. So whileMeerkat users can stillbroadcast live videos on theirTwitter feeds, a user’sfollowers will no longer get anotification when a new livestream begins, making it harderto know when to tune in. Thismove came shortly after Twitterpurchased a similar app,Periscope. But the social graphban only increased Meerkat’sdraw—who wouldn’t want toroot for the little app that could?
Why has the app infatuated somany? Because they see greatpotential in the ability tobroadcast live video in realtime. In the realm of news, theapp opens up new avenues foruser-generated journalism: nolonger would viewers have towait for cellphone videos tomake their way online or on TV.BBC News has already“Meerkatted” (yes, that’s theterm that’s caught on) thisweek’s Ferguson protests. Inentertainment, Meerkat hasalready attracted a few high-profile names, including JimmyFallon, who streamed amonologue rehearsal, and Julia
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f S H A R Et T W E E T
Louis-Dreyfus, who used it atSXSW. While it’s too soon tocall Meerkat the next Snapchat,it seems it’s only a matter oftime before everyone isMeerkatting from the front rowduring Fashion Week.
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