July 31st, 2018




  • 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 (July 31, 2018) — Today the innovative developers of therapeutic technologies at TRU LUV released their latest digital companion #SelfCare, a game-like app that allows you to reset, recharge and reemerge anew.

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.

The setting for #SelfCare is as simple as the process: Let’s stay in bed all day. In your virtual bedroom, surrounded by your favorite gentle things, you select calming tasks that generate simple satisfaction and uncomplicated harmony. Awaken your slumbering cat and give it some deserved affection, sort your laundry by color, indulge in a tarot card reading, or nurture your favorite plant. It’s your safe, comfortable space where you give yourself permission to feel better.

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 simple: To feel better.

“#SelfCare is an antidote to a stressful world and a phone full of bad news, FOMO, and more stress,” say co-creators Brie Code and Eve Thomas. “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.”

As your #SelfCare experience progresses you can 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.

Download #SelfCare, now available for iPhone.

For more information visit TRU LUV. For all media inquiries contact Sarah Bronilla at VOCAL.





TRU LUV wants you to feel better. Our phones cause us anxiety. TRU LUV's beautiful interactive experiences leave you feeling calm, connected, and invigorated. 

We work together with artists and neuropsychologists to bring life to heartening companions who help you achieve your goals. 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 a writer, magazine editor, and artist whose work has appeared in EnRoute, The Toast, and Canadian Art. She is also the creator of Degrassi! The Musical and co-creator of the Tiger Beat-inspired Poster Boys portrait series, which launched at Never Apart Gallery. 


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