Cheetos: Cheetos

Credits & Description:

Brand FRITO LAY
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Entrant Company
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Idea Creation
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Production
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA PR
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Media Placement
Margaret Johnson Goodby Silverstein & Partners Chief Creative Officer
Jeff Gillette Goodby Silverstein & Partners Creative Director
Troy Lumpkin Goodby Silverstein & Partners Director of Creative Technology
Kurt Mills Goodby Silverstein & Partners Associate Creative Director
Florian Marquardt Goodby Silverstein & Partners Associate Creative Director
Levi Russell Goodby Silverstein & Partners Art Director
Lucas Coutinho Goodby Silverstein & Partners Copywriter
August Bjornberg Goodby Silverstein & Partners Creative Technologist
Matthew Chiang Goodby Silverstein & Partners Junior Creative Technologist
Margaret Brett-Kearns Goodby Silverstein & Partners Director of Production
Tena Goy Goodby Silverstein & Partners Executive Producer
Severin Sauliere Goodby Silverstein & Partners Interactive Producer
Sammie Heston Goodby Silverstein & Partners Social Producer
Noah Dasho Goodby Silverstein & Partners Print Producer
Isaak Le Goodby Silverstein & Partners Content Creative
Meredith Vellines Goodby Silverstein & Partners Director of Communications
Becca Morris Goodby Silverstein & Partners Account Director
Molly Navalinski Goodby Silverstein & Partners Account Manager
Jacob Stitzel Goodby Silverstein & Partners Account Manager
Kieren Fickenscher Goodby Silverstein & Partners Account Manager
Kristine Ciardello Goodby Silverstein & Partners Community Manager
Ralph Paone Goodby Silverstein & Partners Group Brand Strategy Director
Harper Bokum-Fauth Goodby Silverstein & Partners Senior Brand Strategist
Catherine Kim Goodby Silverstein & Partners Communication Strategist
Heidi Killeen Goodby Silverstein & Partners Business Lead
Mike Landry Goodby Silverstein & Partners Motion Creative Director
Stephanie Sanchez Goodby Silverstein & Partners Motion Artist
Chris Seneker Goodby Silverstein & Partners Motion Artist
Quinn Gravier Goodby Silverstein & Partners Photographer
Execution
The idea may be silly and simple, but the technology is anything but.
Using neural networks and other advanced machine-learning techniques, a team of computer engineers inputted thousands of Cheetos images into an algorithm, letting the AI learn the shape, texture and color variations of a Cheetos snack.
For weeks the team trained the AI until it was able to analyze every pixel by itself and look for shapes that would match each Cheetos attribute. Then it completely rebuilds the photo or video taken by the user as beautiful mosaics of Cheetos art. The result is a style-transfer app unlike any other.
We launched the app at SXSW, the premier tech event of the year, with a funny, tongue-in-cheek campaign featuring big, beautiful user-generated images made of Cheetos, with the line “Shot on #CheetosVision.” Every ad in the campaign featured the contributor’s name along with their image.
The best part is that it’s perhaps the most branded app out there—every photo features hundreds of our product.
Campaign Description
The Internet loves creating art out of Cheetos® snacks. Just a quick Google search of “Cheetos art” brings up several cheesy mosaics of Barack Obama, Conan O’Brien and other celebrities—all made out of Cheetos snacks.
So we made it easier by creating Cheetos Vision, the world’s first Artificial Intelligence (AI) camera app that turns anything you see into Cheetos snacks.
This isn’t just a simple camera filter. We trained the AI to scan any image for patterns that resemble Cheetos snacks and then create a new image completely composed of the cheesy snack. Now, instead of spending days making a Cheetos mosaic, fans can do it in a snap and share it directly with their friends.
Cheesy selfies become cheesier selfies. Food pics become tasty Cheetos spreads. And your social feed becomes delicious.