|Title||The Master of Surrealism is Back|
|Agency||Goodby Silverstein & Partners|
|Advertiser||Salvador Dali Museum, Inc.|
|Brand||The Dali Museum|
|Date of First Broadcast/Publication|
|Business Sector||Museums & Monuments|
|Philosophy||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 today, on the 30 th 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 “Dalí Lives” project further demonstrates the Museum’s commitment to staying on the forefront of technology, embracing new methods to engage guests in unconventional ways to delight and educate them about Salvador Dalí and his works. Sometimes controversial like Dalí himself, this emerging technology is being used for the first time in inspiring service to art. 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. This is the third collaboration between The Dalí and GS&P. The duo first introduced “Gala Contemplating You” as part of a 2014 exhibition which turned a visitor’s selfie into a projected, full-scale replica of the 1976 monumental painting Gala Contemplating the Mediterranean Sea Which at Twenty Meters Becomes the Portrait of Abraham Lincoln (Homage to Rothko). Then in 2016, they partnered together for the “Dreams of Dalí” virtual reality experience, which transports viewers into Dalí’s painting, Archaeological Reminiscence of Millet’s “Angelus.” “Dreams of Dalí” has been recognized by the Cannes Lions and Webby Awards, among others, and guests can enjoy the experience as part of the permanent collection at The Dalí or on their own VR devices. To view the teaser videos and for additional information on “Dalí Lives” and The Dalí Museum, visit TheDali.org/DaliLives.|
|VO Recording Studio||One Union Recording|
|Executive Director||Hank Hine|
|Director of Marketing||Beth Bell|
|Education Curator||Peter Tush|
|Creative Director||Roger Baran|
|Creative Director||Nathan Shipley|
|Art Director||Ricardo Matos|
|Executive Producer||Margaret Brett-Kearns|
|Technical Director||Nathan Shipley|
|Sound Design||Dave Baker|
|Music||“Insight XXX” by Julien Marchal|
|Line Producer||Amanda Steigerwald|
|Camera Operator||Emilio Díaz|
|Additional VO Recording Services||Studio West of San Diego|
|Assistant Account Manager||Casey Cooney|
|Director of Communications||Meredith Vellines|
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