Eve Thomas X TRU LUV presents


  • A virtual experience to calm your reality: TRU LUV launches #SelfCare, the app to harmonize your hectic lifestyle.


Hello. This is us! We're staying home for the day. We refuse to leave our bed. This is our space. Our shelter. Today, this is the whole universe! 

And it's okay. We're surrounded by our favorite sacred things. Each one has something gentle to offer.

And we'll be okay. Let's practice some #SelfCare together. Let's start with a little breathing exercise...

Breathing slowly connects us to our bodies and gives us life. Mmmmmm. We can breathe for as long as we'd like. There's no hurry. There's no end. We breathe and we listen to ourselves.

In this universe, our goal is simply to feel better. There's no winning, no failure, no score. No difficulty, no ads, no notifications. There is just us and our feelings.

Join us here, in this room, for a few moments. This room is our escape. <3

TORONTO, CANADA — The innovative developers of therapeutic technologies at TRU LUV present their latest digital companion #SelfCare, a game-like app that allows you to reset, recharge and reemerge anew. #SelfCare’s playful innovations to digitally engage and personally disconnect are changing the game of mindfulness.

With our lifestyle technologies overwhelming our reality, more of us are choosing to find a rare moment to shut off with a yoga or meditation class. #SelfCare flips the script, empowering your phone to become your tool and guide to finding quick calm any time. As you stay in your virtual bed all day surrounded by your favorite gentle things, you select calming tasks that generate simple satisfaction. Unlike traditional games that get increasingly more stressful as you progress, the #SelfCare interactions begin disorderly and awkward and become more orderly and satisfying. There are no levels of difficulty, no winning, and no losing. The goal is simply to feel better.

“We have a love-hate relationship with our phones, and often feel stressed and manipulated by them,” inform #SelfCare co-creators Eve Thomas and Brie Code. “We want to create experiences that don’t waste our time and that truly leave us feeling relaxed and invigorated and more ready for life. For 3-5 minutes you can escape to a calm and soothing room, do some relaxing, meditative tasks, and return to your life refreshed and ready to face your stresses.”

Awaken your slumbering cat and give it some deserved affection, sort your laundry by color, indulge in a tarot card reading, or receive guidance from your favorite plant. It’s your safe, comfortable space where you give yourself permission to feel better.

Further enhancing your #SelfCare experience is the ability to personalize your virtual sanctuary with unique additions contributed by guest artists working in themes of self-care, updating your space to reflect the evolution of your goals and outlook. The more time you spend on yourself, the more self-care techniques are unlocked for a deeper and more impactful practice.

To develop #SelfCare upon an evidence-based foundation, the team collaborated with research advisor Dr. Isabela Granic — creator of the renowned anxiety-reducing children’s game MindLight, Professor and Chair of Developmental Psychopathology and Director of the Games for Emotional and Mental Health Lab at Radboud University in the Netherlands.

It’s the marriage of science and design that is the game changer,” says Dr. Granic. “Ultimately, it’s that science-design integration that will motivate people to take control of their own emotional resilience, building self-care practices that prevent the development of anxiety and depression while also promoting general well-being.”

In this world ruled by digital overload, TRU LUV takes your phone past being a tool for personal betterment and onto providing a truly restorative immersive experience — one that replaces mindless scrolling with mindful intention.

Download #SelfCare, now available on the App Store for iPhone and Google Play for Android

For more information visit TRU LUV. For all media inquiries contact us.



TRU LUV works together with artists, psychologists, and game AI designers to bring life to heartening companions who help you relax and grow. In TRU LUV's framework, you don't tell your phone what you need, and your phone doesn't tell you what you need. Instead, you work together towards shared goals. You help each other. 

The company was founded by Brie Code, former AI lead on Assassin's Creed. 



Brie Code is a leader in the field of interaction design with a special interest in the future of interactive media and artificial intelligence. Previously she was an AI lead at Ubisoft Montreal on the soft, ethereal game Child of Light and three Assassin's Creed games. 



Eve Thomas is an award-winning writer, editor, and artist based in Montreal, Canada. Her work as a travel writer has taken her everywhere from the Great Wall of China to the Galapagos Islands. Her personal projects include the gender-bending portrait series Poster Boys (inspired by '90s teen idols) and a musical adaptation of the 1980s Canadian show Degrassi Junior High. 



Dr. Granic is a Professor and Chair of Developmental Psychopathology and Director of their Games for Emotional and Mental Health (GEMH) Lab at Radboud University in the Netherlands. She is the creator of Mindlight, a virtual world in which the player solves attention bias modification puzzles and learn to manage and overcome anxiety symptoms. Mindlight is proven to be as effective as cognitive-behavioural therapy for anxiety. 


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