Salvador Dali fans can immerse themselves in one of the surrealist’s works, "Archeological Reminiscence of Millet's ‘Angelus’," thanks to a virtual reality experience created by Goodby Silverstein & Partners for The Dali Museum’s new exhibit, "Disney and Dalí: Architects of the Imagination."
Called "Dreams of Dali," the 360-degree VR experience places users inside the painting’s desert landscape, where they can explore its dual centerpiece sculptures from all perspectives. To access the virtual tour, users don the Oculus Rift DK2 headset (which went on sale in October at a retail price of $350). For those who can’t make it to the museum in person, the agency also produced a 360-degree pre-recorded walking tour video of the painting that can be watched on VR devices like Google Cardboard, or simply on the Web or a mobile device.
"This really changes the museum-going experience," said Roger Baran, a creative director at GS&P who worked on the project. "When you see the painting, you appreciate its color and landscape. With the VR experience, being able to get inside the artist’s mind is a more emotional experience."
The VR immersion platform at the new Dali exhibit opens on Jan. 23 at the museum in St. Petersburg, Fla., and runs through June.
The independent agency and the museum have a longstanding relationship dating back to 2010, when GS&P helped promote its opening. In 2014, GS&P created "The Dali Staring Contest" app to promote the exhibit "Warhol: Art. Fame, Mortality." The VR project traced back about 18 months ago, when Baran and fellow CD Sam Luchini received a prototype of the Oculus Rift and began experimenting. Baran and Luchini presented ideas to the museum last year when it began planning the Disney and Dali exhibit.
The idea, Luchini said, was to place the user in the mind of Dali during the creative process. "We were thinking, ‘What if it we could be in the place where Dali was when he drew the painting?’" he said.
Luchini and Baran worked with designer and animator Chris Carmichael, who sculpted 3D models of the rock formations in Dali’s’ painting to help visualize the two structures. A video gaming program was used to bring the 360-degree experience to life, so users "can go anywhere" in the painting, said Luchini. Desert sounds were added to give a more immersive effect.
The experience comes in two-, three- and four-minute versions, as well as an untimed one. The museum will have three VR stations for users to try.
"Dali was always interested in the newest technologies," Luchini said. "We really believe that if Dali was alive today, he’d really enjoy this."
Agency: Goodby Silverstein & Partners
Executive Creative Director, Partner: Jeff Goodby
Creative Directors: Adam Reeves, Roger Baran, Sam Luchini
Art Director: Sam Luchini
Copywriter: Roger Baran
Executive Producer: PJ Koll
Producer: Nathan Shipley
Director: Sam Luchini, Nathan Shipley, Roger Baran
Lead Unity Developer, Technical Director: Nathan Shipley
Unity Developer, Technical Advisor: Andrew Nelson
Modeling: Chris Carmichael, Gerald Hardin
Animation: Chris Carmichael, Nathan Shipley
Texturing: Chris Carmichael, Gerald Hardin, Andrew Nelson
Sound Design: Dave Baker, Ski Team
Mixing: Dave Baker
Music: Dave Baker, Ski Team
Additional Unity Development: Taylor Hocutt, Chris Carmichael
Additional Modeling: Jerome Hartman
Voice Actor: Bryan Galera
Photography: Claude Shade, Quinn Gravier
Digital Retouching: Jessica Gibson
Interactive Producer: Severin Sauliere, Margaret Brett-Kearns
Web and Mobile Development: Mike Kellogg, Andre Cardozo
Account Manager: Katie Lancaster
Assistant Account Manager: Levi Russell