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.

2023 One Show - Interactive, Online & Mobile

The Dream Tapestry

Agency Goodby Silverstein & Partners

Client The Dalí Museum


Digital Installations / Interactive & Immersive

Annual ID


About the Work

The Shape of Dreams is a new exhibit at the Dalí Museum that explores 500 years of dream-inspired paintings, from the Renaissance to Surrealism. The museum gave us this question: How can we bring visitors even closer to these artistic styles and offer them a unique look into the mysterious world of their own dreams? Our solution: The Dream Tapestry. The Dream Tapestry is a first-of-its-kind interactive experience at the Dalí Museum in which visitors can turn their dreams into art. We partnered with OpenAI to bring DALL·E to the Dalí, allowing museum visitors to create original, realistic dream paintings from a text description. Then we took this new technology a step further by using AI to turn the personal dream paintings into collective dreams, offering visitors an immersive experience in which they can actualize symbols and images from their own subconscious and join them with those from others, giving them a broader perspective of shared dreams. Every few minutes, six dream paintings are stitched together by the AI to generate a Dream Tapestry. With over 38,000 dreams created to date, the result is an ever-growing series of entirely original Dream Tapestries, exhibited on the walls of the museum. This project is OpenAI’s DALL·E museum debut, and it brings a larger audience closer to the world of art through an exciting and new technology.

2023 Awards

Total Points: 3




Goodby Silverstein & Partners

Production Company

WinnePeg Productions

Post Production Company

Elevel / San Francisco

Creative Director

Mike Landry

Creative Technologist

Joshua Blair
Shan Jin

Director of Photography

Jason Young


Russel Fong

Executive Producer

John Dutton
Tena Goy

Associate Creative Director

Patrick Matzenbacher
Ricardo Matos

Account Manager

Daney Ramirez


Kathy Greif


Jeff Goodby

Composer & Sound Engineer

Nicholas DeMatteo

Creative Technology Concept

Minds Over Matter

Digital Experiences Director

Beth Harrison

Director of Artificial Intelligence

Nathan Shipley

Director of Business Affairs

Judy Ybarra

Director of Elevel

Michael Damiani

Director of Film Content

Jp Patterson

Director of production

Jim Haight

Dream Theory Consultant

Michaela Costello

Executive Director

Hank Hine

Facilities Manager

Brian Iacofano

FIDES Lead Fabricator

Johnny Harrison

Lead Creative Technologist

August Björnberg


Nicole Gonzalez

Marketing director

Beth Bell

Minds Over Matter Associate Creative Director

Naohito Haitani

Minds Over Matter Principal Content

Marc Melzer

Minds Over Matter Principal Creative

Travis Threlkel

Minds Over Matter Principal Design Strategy

Alex Oropeza

Motion Artist

Natasha Candelaria
Nick Bizzack
Zachary Seidner


Severin Sauliere

Video Producer

Jackie Nelms

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