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To support the launch of EDM superstar Martin Garrix’s new photo book, we worked closely with Garrix’s creative team and Microsoft AI specialists to build a life-sized, AI-powered Kaleidoscope that would help fans see their favorite artist from a new angle.
How it worked: First, Microsoft AI analyzed thousands of images from Garrix’s archive, many featured in his book, LIFE = CRAZY, and tagged each with pertinent identifying metadata.
Then, at the Kaleidoscope installation in Amsterdam, fans took a selfie, which the AI analyzed for unique characteristics. The AI then matched the fan selfie with photos from Garrix’s archive that shared these characteristics; these images were sent to the Kaleidoscope to be reflected and refracted around the fans.
Upon exiting, fans also had a chance to explore hidden connections and similarities between their photos and Garrix’s.
More than just a photo op, the Kaleidoscope was a fan experience that brought artist and fan together in an unexpected and captivating way.