SoundSeeker – A Bot Capable of Scoring People’s Lives

Music is something that adds life to different mediums. Some of the most iconic moments in film history owe parts of their greatness to the score playing in the background. Likewise, music adds layers of depth and meaning to actual human lives as well. A cruise line brand called Royal Carribean International has brought the above-mentioned idea to life in the form of an AI-powered tool. SoundSeeker is the first-of-its-kind invention that creates music based on vacation photos.

SoundSeeker by Royal Caribbean International

As depicted in the visual promo created by MullenLowe, #SoundSeeker is a simple yet unique program. It has been created by the combined efforts of various prestigious entities. Berklee College of Music, Unit 9, and Plan8 worked in synergy to turn the concept of SoundSeeker into a ground-breaking reality. The core capability of SoundSeeker is that it brings photos and music together in a credible manner. The challenge faced by the team while building SoundSeeker was to develop a system that justifiably understands the mood of a picture, and thereafter creates a fresh artistic blend of music and visuals based on the given input. SoundSeeker makes use of a mood map to achieve its desired goal. For example, a picture with a smiling face and warm lighting would give birth to a joyful soundtrack.

We feel that AI is quickly changing our perception of what technology is capable of. SoundSeeker is a stellar example of that. It is an interesting concept that delivers what it promises. Nothing more, nothing less!

Royal Caribbean International, Artificial Intelligence - SoundSeeker

Client: Royal Caribbean International
Campaign: SoundSeeker
President and CEO: Michael Bayley
CMO: Jim Berra
VP, North America Marketing: Kara Wallace
Director, Brand Marketing: Marilyn Jimenez
Manager, Brand Marketing: Ana Rebbapragada
Senior Account Executive, Brand Marketing: Paul Duma

Music Consultancy: Berklee College of Music/Berklee Institute for Creative Entrepreneurship

Chair, Electronic Production and Design: Michael Bierylo
Assistant Professor, Electronic Production and Design: Jean-Luc Sinclair
Associate Professor, Electronic Production and Design: Ben Houge
Vice President, Innovation & Strategy/Managing Director for BerkleeICE: Panos Panay
Artistic Director of Video Game Scoring: Michael Sweet
Director of Operations and Programs, BerkleeICE: Nicole d’Avis
Publicist: Tori Donahue
Executive Assistant and Project Manager: Ty-Juana Flores
Director of Communications and Strategy, Office of the President: Maria Goldberg

Agency: MullenLowe
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
SVP, Group Creative Director: John Kearse
SVP, Group Creative Director: Rob Kottkamp
SVP, Creative Director: Christian Madden
Associate Creative Director: Erek Vinluan
Associate Creative Director: Danny Streadbeck
Associate Creative Director: Mark Philip
Creative Director, Design: Sean O’Brien,
Sr. Digital Designer: Lauren Schroeter
SVP, Head of Integrated Production: Zeke Bowman
Senior Digital Producer: Annie Carney
SVP, Director of Account Management: Bruce Gold
SVP, Group Account Director: Kay Pancheri
Account Director: Courtney Calvert
Senior Account Executive: Danielle Dawkins
SVP, Account Director, PR: Jaclyn Ruelle
Account Supervisor, PR: Emily Schmitt
Project Management Supervisor: Jessica McLeod
Project Manager: Ellen Cizek
VP, Business Affairs Manager: Maria Rougvie
DP/Editor, Yeti Productions: Jake Stafford
Content Producer, Yeti Productions: Eric Skvirsky

Production: Unit9
Production Team
Executive Producer: Richard Rowe
Producer: Nina Marien,
Producer: Shehryar Riaz
Producer: Martina Sogni
Project Manager: Maja Gawecka
Project Manager: Feodar Voloshin
Project Manager: Alexandra Hook

Tech Team
Technical Director: Maciej Zasada
Tech Lead: Michal Przyszczypkowski
AI specialist: Grzegorz Rucki
Machine Learning Developer: Tony Holdroyd
Backend Developer: Krzysztof Kokoszka
Backend Developer: Krzysztof Skoracki
Backend Developer: Abirafdi Raditya Putra
Frontend Developer: Edgard Zavarezzi
Frontend Developer: Tobiasz Dziubinski
Frontend Developer: Luis Bizarro

Creative Team
Creative Director: Alex Horton
Music Composition and Production: Plan8
Creative Lead: Stephan Bischof
UX Lead: Silvia Massotti
Art Director: Karol Goreczny
Art Director: Kacper Chlebowicz
Designer: Lukasz Nosek
Motion Designer: Lukasz Schaefer
Motion Designer: Simone Nunziato
Motion Designer: Norbert Mikolajczyk

PMO & QA Team
Head of PMO & QA: Dominic Berzins
QA Manager: Tom Watson
QA Lead: Adam Mingay
QA Senior Tester: Ayesha Evans
QA Tester: Evi Nathanaili
QA Tester: Rozzie McCann
QA Tester: Jemma Stafford

This Article is about:
Royal Caribbean International, Artificial Intelligence, AI, SoundSeeker, Technology, Innovation, MullenLowe, Music, Google Cloud Vision

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