The Dali Museum: Dalí Lives by Goodby Silverstein & Partners
- Location:
Imagine legendary surrealist artist Salvador Dalí personally welcoming you to the museum, even sharing observations on current events and the motivations behind his masterpieces. The Dalí Museum in St. Petersburg, Florida announced on the 30th anniversary of the artist’s death that it will celebrate Dalí’s art and legacy with 'Dalí Lives,' a groundbreaking experience to be unveiled exclusively at The Dalí in April 2019.
Visitors to the Museum will soon have the opportunity to learn more about Dalí’s life and work from the person who knew him best: the artist himself. Using an artificial intelligence (AI)-based cutting edge technique, the new “Dalí Lives” experience employs machine learning to create a version of Dalí’s likeness, resulting in an uncanny resurrection of the mustached master. When the experience opens, visitors will for the first time be able to interact with an engaging lifelike Salvador Dalí on a series of screens throughout the Museum.
The Dalí partnered with Goodby Silverstein & Partners of San Francisco (GS&P) to bring the master of Surrealism to life. The Museum began this immersive project by collecting and sharing hundreds of interviews, quotes, and existing archival footage from the prolific artist. GS&P used these extensive materials to train an AI algorithm to “learn” aspects of Dalí’s face, then looked for an actor with the same general physical characteristics of Dalí’s body. The AI then generates a version of Dalí’s likeness to match the actor’s face and expressions. To educate visitors while engaging with “Dalí Lives,” the Museum used authentic writings from Dalí himself – coupled with dynamic present-day messages – reenacted by the actor.
The revolutionary experience has been announced alongside introductory teaser videos. While gazing directly into the camera, Dalí appears to challenge the idea of his own death, providing an impressive preview of what the experience will look like when it premieres at The Dalí Museum in April 2019.
Credits
Ad Agency: Goodby Silverstein & Partners
Client: The Dalí Museum
Executive Director, The Dalí Museum: Dr. Hank Hine
Chief Operating Officer, The Dalí Museum: Kathy Greif
Director of Marketing, The Dalí Museum: Beth Bell
Education Curator, The Dalí Museum: Peter Tush
Creative:
Creative Directors: Roger Baran, Nathan Shipley
Art Director: Ricardo Matos
Copywriter: Otto Pajunk
Production:
Executive Producer: Margaret Brett-Kearns
Producer: Severin Sauliere
Director: Nathan Shipley, Roger Baran
Technical Director: Nathan Shipley
Sound Design: Dave Baker
Mixing: Dave Baker
Music: “Insight XXX” by Julien Marchal
Editor: Nathan Shipley
Line Producer: Amanda Steigerwald
DP: Michael Miller
2nd Camera Operator: Emilio Diaz
Slate: Austin Kim
Gaffer: Jeff Carroll
Sound: Isaak Le
VTR: Chris Madera
Stylist: Tiffany Amundson
Make-Up/Hair: Nicole Sofios
VO Recording Studio: One Union Recording
Additional VO Recording Services: Studio West of San Diego
Account Services:
Assistant Account Manager: Casey Cooney
Communications:
Director of Communications: Meredith Vellines
