IBM Ambient, Case study The Voice of Art [case film] by Ogilvy Sao Paulo

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The Voice of Art [case film]

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Industry Software & Multimedia Productions, SaaS
Media Ambient, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Felix Del Valle, Claudio Lima
Creative Director Guiga Giacomo, Marcio Fritzen
Art Director Frederico Gasparian
Copywriter Leandro Neves
Released February 2018

Awards

Lions Communication 2018
Outdoor Lions Ambient > Interactive Experiences Bronze Lion

Credits & Description

Brand IBM
Entrant OGILVY BRASIL SAO PAULO
OGILVY BRASIL Sao Paulo, Brazil Entrant Company
OGILVY BRASIL Sao Paulo, Brazil Idea Creation
BANDO Sao Paulo, Brazil Production
BANDA SONORA Sao Paulo, Brazil Production
IN PRESS PORTER NOVELLI Sao Paulo, Brazil PR
IBM BRASIL Sao Paulo, Brazil Additional Company
Claudio Lima Ogilvy Brasil VP Executive Creative Director
Félix del Valle Ogilvy Brasil Executive Creative Director
Guiga Giacomo Ogilvy Brasil Creative Director
Márcio Fritzen Ogilvy Brasil Creative Director
Frederico Gasparian Ogilvy Brasil Art Director
Leandro Neves Ogilvy Brasil Copywriter
João Marcon Ogilvy Brasil Planner
Rafael Liou Ogilvy Brasil Planner
Rafael Rosi Ogilvy Brasil Broadcast Production Director
Cecília Taioli Ogilvy Brasil Executive Producer
Laís Pereira Ogilvy Brasil Producer
Bruno Perez Ogilvy Brasil Account Director
Chad Cathers Ogilvy Brasil Account Director
Gabriela Castejon Ogilvy Brasil Account Assistant
Milena Frias Ogilvy Brasil Account Executive
Marcela Coutinho Ogilvy Brasil User Experience Manager
Fernando de Souza Ogilvy Brasil UX Designer
Flávia Goulart Ogilvy Brasil UI Designer
Tulio Inoue Ogilvy Brasil Motion
Fabiana Galetol IBM Brasil Advertiser Supervisor
Gisele Lloret IBM Brasil Advertiser Supervisor
Mauro Segura IBM Brasil Advertiser Supervisor
Alexandre Charro Bando Studio Director
Leandro HBL Bando Studio Director
Marcela Sutter Bando Studio Executive Producer
Vagner Jabour Bando Studio Director Photography
Lucas Coelho Bando Studio Editing
Ruda Cordaro Bando Studio Post coordinator
Ruriá Duprat Banda Sonora Music Artist
Eduardo Santos Banda Sonora Audio production
Entry Summary
People spend only 17 seconds on average looking at an art-piece.
Brief Explanation
Watson used data to make art pieces literally talk to visitors to two majors museums in Latin America; Pinacoteca of São Paulo and The Anthropology Museum of Mexico
Through the interaction of visitors with the application, Watson "listens" to what the user asks and turns that audio into text, using an API called Speech to Text.
This text is sent to a manager where the IBM team maps the intentions of the questions and learns the answers with the help of curators and educators of the Pinacoteca Museum and Anthropology Museum of Mexico.
With all this data already collected, Watson uses another API, called Machine Learning, that compares the question with all the answers and finds the best one for that particular situation.
Finally, it converts the text back into audio, and makes the art talk to the visitor.