The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Craft / Use of Technology
Annual ID
OS_BE20_030G
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.
2020 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Client / Brand
The Dalí Museum / St. Petersburg
Post Production Company
Thinking Box / Toronto
Art Director
Ricardo Matos
Creative Director
Roger Baran
Nathan Shipley
Creative Technologist
Troy Lumpkin
Shan Jin
August Björnberg
Matt Chiang
Digital Artist
Zachary Seidner
Anthony Enos
Editor
Steven Castro
Executive Creative Director
Jeff Goodby
Executive Producer
Margaret Brett-Kearns
Tena Goy
Luke Dillon
Photographer
Michael Miller
Producer
Severin Sauliere
Amanda Steigerwald
Sound Designer
David Michel-Ruddy
Dave Baker
Writer
Otto Pajunk
Creative Team
Emilio Diaz
Andrew Butte
Sam Luchini
Client Team
Hank Hine
Kathy Greif
Beth Bell
Account Team
Casey O'Brien
Casey Cooney
Meredith Vellines
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