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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_INT19005B

About the Work

Photo-filter apps have become hugely popular in recent years with the rise of increasingly advanced AI technology. So to help Cheetos fans poke fun at our photo-obsessed culture, we used 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 inputted 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. The app launched at SXSW, the premier tech event of the year, and garnered 300 million media impressions and thousands of downloads in its first week. It was covered by the New York Times, Fast Company, Forbes, ABC, CBS and NBC. The anchors on Fox News even used the app to turn themselves into Cheetos.