Dalí Meets DALL-E in This Dreamy A.I. Art Project

GS&P visualizes subconscious of Dalí Museum visitors

The surely inevitable pairing of Dalí and DALL-E is here, with Goodby Silverstein & Partners crafting an experience for The Dalí Museum that uses the A.I. software DALL-E to visualize visitors' dreams.

The experience, called the Dream Tapestry, asks visitors to describe a recent, recurring or favorite dream. DALL-E then uses those text prompts to create individualized art pieces in one of several artistic styles featured in The Shape of Dreams—the current museum exhibition that explores the topic of dreams (psychological, religious, metaphysical) through 500 years of paintings by scores of artists from the 16th to 20th centuries.

The video below explains more about how the Dream Tapestry works:

The Dalí's Dream Tapestry - A Collective Dream Experience

"Salvador Dalí relied heavily on dreams in the making of his art and encouraged us all to study our nighttime journeys," said Jeff Goodby, co-founder and co-chairman of GS&P. "The Dream Tapestry will visualize a remembered or imagined dream in an artistic style, magically joining together the dreams of six different visitors. Amazingly, this will give us a collective image of what we are dreaming as a country—even as a world—at that particular moment."

That last bit is a stretch. The tech here is standard A.I. stuff, and doesn't reveal much beyond fairly ordinary data visualizations—rendered in particular styles. But that doesn't mean it won't be delightful for the visitors to experience. Not every A.I. application has to be revolutionary, or broadly impactful, to add value to the consumer.

"We are accustomed to the way our waking life enters our dreams, leaking images and voices from the day's encounter into a sea of dream images borne of our past or even from beyond our own lives," said Hank Hine, executive director of The Dalí and curator of The Shape of Dreams exhibition. "With the Dream Tapestry, visitors to The Dalí can bring to their waking experience the images painted from our dreams. We believe that this will amplify Museum visitors' experience with emotions and memories."

Conceptually, it's a seamless fit for this museum, too, as its namesake was of course renowned for his dreamlike images.

The Shape of Dreams opened this weekend and will run through April 30.

CREDITS

Client: The Dali Museum
Brand: The Dali Museum
Spot Name: Dream Tapestry
Air Date: 11/22/23
Agency: Goodby Silverstein & Partners

Client
Executive Director: Hank Hine
Chief Operating Officer: Kathy Greif
Digital Experiences Director: Beth Harrison
Marketing Director: Beth Bell
Facilities Director: Brian Iacofano  

Agency

Creative 
Co-Chairman and Co-Founder: Jeff Goodby 
Director of Artificial Intelligence: Nathan Shipley
Associate Creative Director: Ricardo Matos
Associate Creative Director: Patrick Matzenbacher

GS&P Labs
Lead Creative Technologist: August Bjornberg
Creative Technologist: Shan Jin
Creative Technologist: Joshua Blair

Post Production:
Elevel 
Director of ELevel: Michael Damiani
Executive Producer: John Dutton
Creative Director: Mike Landry
Motion Artist: Natasha Candelaria
Motion Artist: Zachary Seidner
Motion Artist: Nick Bizzack
Editor: Russel Fong
Composer and Audio engineer: Nicholas Dematteo

Account Services
Account Manager: Daney Ramirez

Production
Director of Production: Jim Haight
Executive Producer: Tena Goy
Senior Producer: Severin Sauliere
Producer: Jackie Nelms

Business Affairs 
Director of Business Affairs: Judy Ybarra

Minds Over Matter: 
Principal Creative: Travis Threlkel
Principal Content: Marc Melzer
Principal Design Strategy: Alex Oropeza
Associate Creative Director: Naohito Haitani
Dream Theory Consultant: Michaela Costello

Fides Industrial Services:
Lead Designer: Kevin Veitch
Lead Fabricator: Johnny Harrison

Video Production:
Director of Film Content: JP Patterson
Director of Photography: Jason Young
Line Producer: Nicole Gonzalez
WinnePeg Productions, LLC

DIGITAL:

Client Name: The Dali Museum
Brand: The Dali Museum
Name of Ad: Dream Tapestry
Air Date: 11/22/23

Co-Chairmen: Jeff Goodby and Rich Silverstein
Chief Creative Officer: Margaret Johnson
Director of Artificial Intelligence: Nathan Shipley
Associate Creative Director: Ricardo Matos
Associate Creative Director: Patrick Matzenbacher
Lead Creative Technologist: August Bjornberg
Creative Technologist: Shan Jin
Creative Technologist: Joshua Blair
Director of Production: Jim Haight
Executive Producer: Tena Goy
Senior Producer: Severin Sauliere
Producer: Jackie Nelms
Director of ELevel: Michael Damiani
Executive Post Producer: John Dutton
Director: Michael Miller
Editor: Russel Fong
Composer and Audio engineer: Nicholas Dematteo
Creative Director: Mike Landry
Motion Artist: Natasha Candelaria
Motion Artist: Zachary Seidner
Motion Artist: Nick Bizzack
Director of Business Affairs: Judy Ybarra
Director of Film Content: JP Patterson
Director of Photography: Jason Young
Line Producer: Nicole Gonzalez

Minds Over Matter: 
Principal Creative: Travis Threlkel
Principal Content: Marc Melzer
Principal Design Strategy: Alex Oropeza
Associate Creative Director: Naohito Haitani
Dream Theory Consultant: Michaela Costello

Fides Industrial Services:
Lead Designer: Kevin Veitch
Lead Fabricator: Johnny Harrison

OpenAI DALL·E Team 

Profile picture for user Tim Nudd
Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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