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2019 ADC Awards - Interactive

Cheetos Vision

Agency Goodby Silverstein & Partners / San Francisco

Client Cheetos
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Annual ID

ADC_INT19016S

About the Work

Photo-filter apps have become hugely popular in recent years with the rise of Instagram and camera phones. So to help Cheetos fans poke fun at our photo-obsessed culture, we used artificial intelligence (AI) in the most ridiculous way possible—by creating a mobile app that turns your photos and videos into Cheetos snacks. For weeks a team of computer engineers trained an AI program, inputting thousands of images into an algorithm until the AI could analyze each pixel by itself and find shapes that match those of Cheetos snacks. Then it rebuilt the original photo or video into beautiful Cheetos mosaics. In the first week, the app garnered over 300 million media impressions and thousands of downloads. It was covered by the New York Times, the LA Times, Fast Company, Forbes, ABC, CBS and NBC. The anchors on Fox News even used the app to turn themselves into Cheetos.