BACKGROUND

In 2020, the COVID-19 pandemic devastated industries and claimed millions of lives worldwide. Pfizer, the world's largest pharmaceutical company, wanted to inspire hope—not just through COVID-19 vaccines, but through music as well.

IDEA

Wolfgang Amadeus Mozart, the musical genius who died at 35, left us wondering what masterpieces he could have created had he lived into his 80s. Using OpenAI, we trained a system on Mozart's works and the musical trends 45 years after his death. The AI-generated symphony was performed live for the first time on September 22, 2020, by the Shanghai Philharmonic Orchestra at the Shanghai Symphony Hall. Through Mozart 80, Pfizer delivered a simple yet powerful message: science will prevail, and save more lives like Mozart’s.

AWARDS

Cannes Lions
Effie
ADSTARS
Shanghai International Advertising Awards
ROI Award