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2020 ADC Awards - Interactive

Dalí Lives

Agency Goodby Silverstein & Partners / San Francisco + The Dal

Client The Dalí Museum
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Annual ID

ADC_INT20_013G

About the Work

On the 30th anniversary of Salvador Dalí’s death, we brought him back using artificial intelligence and a face-swap technique called “deepfake”. To create Dalí’s likeness, we trained a neural network that analyzed over 6,000 frames of archival footage with over 1,000 hours of machine learning. We re-created Dalí’s persona using only the painter’s own words extracted from old interviews, books and handwritten letters collected over 35 years and verified by the museum’s curators. We re-created Dalí’s voice through sound engineering. Visitors of the Dalí Museum could meet face-to-face with Dalí and hear about his art from the master himself. At the end, Dalí took selfies with visitors and sent them the picture via text, so they could spread the word of Dalí’s return on social media. In total, 125 interactive videos were created, with 190,512 possible combinations, making each interaction with Dalí feel unique. The return of Dalí made headlines all over the world. The master of surrealism became a trending topic on Twitter thirty years after his death. The trailers in which Dalí announced his return were seen in over 100 countries and became a reference in “deepfake” videos. Over 25,000 people experienced Dalí Lives in the first month.