Jill Byrne
Marketing Director at Rothco | Accenture Interactive
Dublin 7, Irlanda
TituloJohn F Kennedy Gives His Final Speech 5
Campanha JFK Unsilenced
Anunciante News UK
Marca The Times
Data da primeira Transmissão/Publicação
Sector Empresarial Jornais, revistas e livros
Filosofia The Times have commissioned creative agency, ROTHCO to celebrate the legacy of JFK in the lead up to the end of the centenary of his birth. Today, they release ‘JFK Unsilenced’, a campaign that uses specialist AI technology, to recreate the speech the 35 th US president was meant to make in Dallas, on the day he was assassinated - The Dallas Trade Mart speech. In order to put the President’s voice to the 22-minutes of words he had prepared to deliver, ROTHCO and tech company Cereproc built the monologue entirely out of data, using AI. It is a world first for the speech to be recreated in the President’s voice and was meticulously pieced together by analysing analogue recordings. The audio was then finessed at post production company, Screen Scene. The intricate process involved: • Isolating 41 phonemes for American English (the sounds that can be used to make any word) and stitching the small units of speech back together. • Reviewing 831 analogue recordings of JFK speeches and interviews. • Analysing speeches for noise, crosstalk and underlying sample rate. • Applying audio processing to remove noise. • Applying spectrum analysis tools to improve acoustic environment and match them across samples. • Sounds are then carefully analysed for pitch, energy, and spectral features. • AI techniques such as Deep Neural Networks (DNNs) are applied to learn a model of JFK's audio, and how he uses intonation in his speech • At synthesis time, DNN models and high-dimensional search are used to find the best set of units to create new speech audio. • Then the speech is enhanced by months of painstaking sound engineering - allowing us to finally hear the Trade Mart Speech delivered in JFK’s own voice. The technology used has been developed to assist those with Motor Neurone Disease, who will, sadly, lose their voice over time. They can now, however, record their voices at the point of diagnosis so that when they do lose their voice, they have the sound fragments to speak through a computer, much like the late Professor Stephen Hawking did, but still sounding like themselves. ‘JFK Unsilenced’ launches 16th March 2018, as a 22-minute video on thetimes.co.uk, which will be supported by cutdowns, teasers and promotional material on social, radio, digital, and print.
Tipo de Mídia Televisão
Agency Producer
Director executivo criativo
Equipa criativa
Equipa criativa
Director of Marketing
Operations Director
Post House


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