Pfizer China: Mozart’s Lost Symphonies

Music that played the power of science

Pfizer created the first COVID-19 vaccine but false news and disinformation spread faster than the virus. If people won't listen to health experts, make them listen to something else -- music.

We developed Mozart’s Lost Symphonies (a.k.a. Mozart 80), a campaign that took inspiration from Wolfgang Amadeus Mozart, a musical maestro who died from an epidemic when he was only 35 years old. We brought back the possibility of more symphonies from Mozart if vaccines were available to let him live a full life.

A neural network was fed all works by Mozart and other pieces done in his style, and the musical genres that were popular during the 1800s. After feeding data to the network, AI was able to predict the next kinds of compositions he would have come up with if he were able to reach his 40s, 60s, and 80s, and produced piano pieces based on all the information. The piano pieces were turned into symphonies by a world-renowned composer and performed for the first time by the Shanghai Philharmonic Orchestra at the Shanghai Symphony Orchestra Concert Hall.

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Agency: F5 Shanghai
CCO: Adams Fan
Creative Team: Sarah De Joya, Kelvin Co, Cai Wei, Lluvia Chen, Enzo Wu, & Elios Liu
Dev Team: Deansel Shanghai & Teoman Netherlands
Performance: Shanghai Philharmonic Orchestra
Composer: Kurt Schmid

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