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Deutsch's VW Campaign Uses AI to Drive a Virtual Car With Your Voice

Deutsch, 2 years, 3 months ago

'Deep Learning' analyzes each unique vocal pitch to create customized film of the Golf R

Deutsch's VW Campaign Uses AI to Drive a Virtual Car With Your Voice

Volkswagen of America, Inc., is excited to unveil the Unleash Your Rrrr site that allows Volkswagen fans to drive a virtual Golf R using only the sound of voice. The web app utilizes Deep Learning, an artificial intelligence subset of Machine Learning, developed by VW’s agency of record Deutsch LA, to analyze each user’s unique impression of the Golf R engine’s roar. It then generates a customized video of the 292-hp turbocharged Golf R model roaring through a race track, drifting, braking, among other cool stunts that correspond with the user’s voice recording.

“The idea behind the Golf R ‘Unleash Your Rrrr’ was simple – imagination. As children, we've all played with toy cars, and the power of our imaginations allowed us to turn rugs into expressways and wooden floors into slick racetracks.  Our voice would act as the engine. Fast forward to today where we now have the power of technology to enhance our imagination, and to visualize the power of our voice.” said Vinay Shahani, Vice President of Marketing for Volkswagen of America.

Using the breakthrough artificial intelligence technology, Volkswagen has invited users to Unleash Your Rrrr, satisfying the desire that everyone has for high performance driving. To make this project even more shareable, there is a picture-in-picture feature allows fans to see their friends in high performance mode.

The Deep Learning technology classifies each user’s vocal pitch and chooses a matching clip from a pool of hundreds of Volkswagen car videos. For example, if a user makes an acceleration sound, you might see the Golf R storming down a straightaway, or if a user made a screeching sound, the Golf R might be drifting through a tight turn.

The stunts in the videos are performed by professional racecar and stunt driver Tanner Foust, who represented Team Volkswagen during the 2014 Global Rallycross Championship (GRC) season, and was a stunt driver in the “The Fast & the Furious” movies.  Foust’s Unleast Your Rrrr video can also be viewed here. Fans can also check out the Golf Rrrr video by Michael Winslow, actor, beatboxer and comedian billed known as the “Man of 10,000 Sound Effects.”

To Unleash their Rrrr and create their personalized Golf R videos, users can visit on their desktops. Users share them online with their friends.

Creative Agency

Account Director: Alex Gross

Account Executive: Ashley Su, (Assist) Sheila Ashouripour

Account Manager: Erin Shanahan

Art Director: Alice Blastorah

Chief Creative Officer: Pete Favat

Chief Digital Officer: Winston Binch

Chief Strategy Officer: Colin Drummond

Copywriter: Eddie Babian, Shiran Teitelbaum

Creative Agency: Deutsch

Creative Director: Andrew Hsu, Daniel Barak

Creatives: (Sr Interactive) Karan Dang

Designer: Erica Park

Digital Producer: Jenny Court

Digital Strategy: (Director) Zach Gallagher

Director of Integrated Production: Vic Palumbo

Executive Creative Director: Jerome Austria, Todd Riddle

Executive Creative Directors: (Platforms) Tara Greer

Executive Director: Pam Scheideler

Executive Producer: (Integrated) Nick Ngai

Experience Design Director: Paolo Benvenuto

Group Account Director: Tom Else, Monica Jungbeck

Group Creative Director: Heath Pochucha

Head of Technology: (ECT) Marc Gowland, Josh Hirsch

Planner: (Sr) Armando Potter

Planning Director: (Group) Susie Lyons

Senior Art Director: Neph Trejo, (Social) Rocio Alvarado

Senior Copywriter: (Social) Marijke van Niekerk

Technology: (Creative Director) Martin Legowiecki

Engineer: (Artificial Intelligence) Sabri Sansoy

Digital Production Company

Developer: Hassan Elzein, Jesse Pinuelas


Edit Assistant: Tony Bernard

Editor: Ian Paxton

Executive Producer: Ted Markovic

Post Production / VFX

Colourist: Brandon Chavez

Post Production House: Big Block Entertainment Group

Producer: Pete King

Production Company

Director: Eric Kaufmann

Executive Producer: Ted Markovic

Production Company: Steelhead

Category: Automotive , Cars

Genre: Digital