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The Dali Museum: Dalí Lives by Goodby Silverstein & Partners

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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