Globally acclaimed music producer Zedd wanted to celebrate the release of TELOS, his first album in 10 years, with something truly original. He wanted to give his loyal fans an experience that would bring his music and artwork to life in a new and personal way.
To bring this vision to life, Zedd partnered with Intel, a technology powerhouse renowned for pushing boundaries. Together, they wanted to explore ways to combine art, music, and cutting-edge tech to create an immersive and shareable fan experience.
Our brief was to use Intel’s technology to create a fan experience that felt original, fresh and exciting. The experience had to connect to Zedd’s music and the artwork of ‘Lucky’, the lead single from TELOS, and offer a uniquely personal and memorable moment for each fan.
The experience needed to be accessible via all major browsers and devices, ensuring it could reach a wide audience. It also had to provide a personalized, shareable keepsake and and align with Zedd and Intel’s values by using only ethical technology to build and support the experience.
We quickly recognized that to give Zedd’s huge following their own unique fan experience and keepsake, AI would be essential to delivering the level of personalization and creativity envisioned for this experience. And to meet the brief’s emphasis on ethical technology, we’d need to build and train a custom-AI system from the ground up, tailored specifically to the project’s unique needs.
The AI was designed to generate millions of unique, personalized outputs while adhering to strict ethical standards. Collaborating closely with Intel and Zedd, we ensured the platform reflected the essence of TELOS, combining AI innovation with the album’s artistic themes to create a meaningful and memorable experience for every fan.
Fans started their journey in the Lucky AI Experience by uploading a selfie, which became the foundation of their personalized interaction. They then gained an exclusive ‘first-listen to “Lucky,” the album’s lead single, experienced through dynamic animations inspired by the album’s stained-glass aesthetic.
Using their device cameras, fans could move and interact with the visuals, that would respond in real time. The experience wrapped up with the creation of a unique AI-generated portrait, blending their selfie, album artwork, and movements into a personal, shareable memento.
The digital experience extended into the physical world at the TELOS Launch Party at Complex LA. Fans interacted with the Lucky AI Experience live, connecting the digital experience to the energy of a real-world event.
Guests could print their AI portraits onto exclusive merchandise, giving them a physical version of their digital creations. The event seamlessly combined art, music, and technology, making it a highlight of the album launch.
The project brought Zedd’s vision to life, combining music, art, and technology in a way that felt fresh and engaging. Fans embraced the experience, sharing their AI-generated portraits and celebrating their connection to Zedd’s music.
Intel successfully showcased their technology through this collaboration, demonstrating its potential in creative projects. The Lucky AI Experience offered a glimpse of what’s possible when innovation and artistry come together.
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AT&T — 5G Helmet
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