We partnered with The Electric Factory to deliver an experiential voice solution for Netflix Mexico.
We were tasked with creating a remarkable experience that explored Morpheus’ first encounter with a being he’d never met before - Artificial Intelligence.
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An audio-visual smart speaker skill to coincide with the release of The Sandman series across Latin America. The voice experience recorded over 20,000 unique users who received an AI-generated dream from the Sandman.
After a century of imprisonment, Morpheus had escaped and was unleashing dreams back into the world. It was this outpouring of power and potential that Netflix Mexico wanted to replicate for the launch of their screen adaptation.
This is where we came in. We were tasked with creating a remarkable experience that explored Morpheus’ first encounter with a being he’d never met before - Artificial Intelligence.
Designed in Spanish for a launch across Latin America, we needed to translate more than just language. We needed to make complex concepts and technologies easily accessible to a wide range of users while staying true to the themes and characters of the show.
We determined that although AI is not sentient, it has the potential to generate a dreamlike state through the amalgamation of data and contextual experiences. To reflect this, we employed an entirely AI-driven creative process — supplemented with data from real users — to deliver the closest representation of an artificial dream.
Artificial Intelligence was used to ensure the output looked, sounded, and felt like a dream. The final voice experience, voice-acted by the Sandman actor, connected users with a dream based on their mood and sentiment.
The show’s scripts were passed through an AI model that analysed their sentiment. This sentiment was then fed into a seperate model to create musical lullabies that match the mood. The frequency of certain words and timing of each script further impacted the orchestration of each track, influencing it's tone and pacing.
Imagery from each episode was run through a GAN neural network to create dreamlike animations that, as an Easter Egg to fans, referenced the original style of The Sandman’s comic art. The animations from each episode were used to accompany the lullabies, providing an audio-visual experience akin to a fever dream.
A conversational AI experience was also written and developed for Amazon Alexa. This Skill enabled users to talk with The Sandman (voiced by the actor) and its logic flow meant that each interaction - through analysis of the user’s sentiment - would connect the user to a personalised lullaby-dream experience.
The skill was launched to coincide with the release of the Sandman series, and was part of a month-long campaign to promote the 'dreamy' themes of the show. During this campaign, we recorded over 20,000 unique users who opened the skill to receive an AI-generated lullaby from the Sandman on an Alexa device.
The skill also managed to maintain upwards of 6,000 unique users per week, offering an extended Sandman experience for fans of the show. We were also proud of the fact that the average user opened the skill at least twice - an accomplishment for a skill of its nature.
Based on the number of unique users, Sandman Por Netflix was one of the Top 20 Skills in Mexico over the month of promotion. No nightmares, only sweet dreams!
Liam Coghill, Lead Developer at VERSA
