Awe In Art Films is a universal production company that showcases artists from around the world and their creative expression, which results in a collective experience. Here at AiA Films, the goal is to push the boundaries of innovation fueled by emotions by collaborating with artists, art institutions, and foundations. We aim to empower each individual in the art industry to embrace Art as a tool to strengthen human potential.

 

“Awe” has been theorized as the emotional response to strikingly vast or powerful stimuli that challenge the individuals' current frames of reference (Keltner & Haidt, 2003) and therefore cause them to rethink their understanding of the world. In a study conducted by Professor Semir Zeki, chair in neuroaesthetics at University College London, participants underwent brain scans while showing images of paintings by major artists. The study found that when people viewed the Art they thought was most beautiful, blood flow increased by as much as 10% to the reign of the brain associated with pleasure — the equivalent of looking at a loved one.