In Your Dreams: How The Electric Factory Harnessed the Powers of The Sandman
Fantastical ten-part series The Sandman took the world by storm this summer, surpassing the billion-minute mark after its first weekend on the streaming service. The Netflix original series is the long-awaited and faithful adaptation of Neil Gaiman’s comic book of the same name and has been enjoyed by fans of the fantasy genre from every corner of the globe since its release in August. Translated into multiple languages for global viewing, Latin American audiences have a special affinity for the comic book series, with Brazil being “the first country in the world to discover Sandman” by Gaiman’s own admission.
Both a fantasy adventure and a philosophical exploration of the metaphysical, the story follows Morpheus, the Master of Dreams, as he fights to regain his powers after being wrongfully imprisoned by an occult organisation. Taking inspiration from the source material, the show masterfully depicts Gaiman’s comic universe, as viewers are taken on a journey across multiple visually arresting timelines.
Netflix challenged The Electric Factory to bring the Land of Dreams to life, and this was executed through an immersive audio experience specially curated for LatAm audiences. Inspired by the lead character of Morpheus, a cosmic being who controls all dreams, the creative innovation company conjured up the ingenious idea of a “choose your own lullaby” experience, aligned with the metaphysical themes of the series. The resulting podcast, or ‘dreamcast’, utilises voice-activated AI, giving users the chance to invoke The Sandman on Alexa and receive personalised lullabies based on their mood. This bonus marketing material enhances existing fans’ viewing experience while also enticing the uninitiated, once again demonstrating The Electric Factory’s ability to generate disruptive solutions to industry challenges.
Intrigued by the concept and eager to learn about the creative process behind the experiential project, LBB speaks to managing director, Camila Romero, to find out how the team harnessed the power of voice-activated AI to explore the subconscious realm.
LBB> The Electric Factory is known for crafting boundary-pushing ideas, working with innovative technology to create more human-centric digital experiences. How does The Sandman ‘dreamcast’ align with your creative objectives?
Camila> This was a perfect fit for us. When we approach a new project, we always start by prioritising the user experience and ensuring we find the purpose of the technology. We strive to create experiences that have real value to real people. The Sandman project aligns with this philosophy because, although it speaks to an entertainment product, it also helps users get better rest.
LBB> Can you tell us a bit about the original concept and how you brought the idea to life?
Camila> Our goal was to make The Sandman series the first Netflix show you could experience while you sleep. From this initial starting point, we began to look for a technical resource that would allow us access to people’s dreams, a tool that would enable us to enhance their sleep using content related to the show. We knew we wanted to experiment with artificial intelligence, mixing the scripts with the main scenes of each episode, to see how far we could go.
LBB> Why did you choose to adapt this experiential project for an audio medium?
Camila> During our research we learnt that scientists had found a way of inserting images into patients' dreams simply by mentioning certain words while they slept. We concluded that audio was the ideal output for our AI, which is how the idea of The Sandman's lullabies came to be; we would create lullabies using AI based on input from the show. The dreamcast stories are told in multiple languages, can be listened to before or after watching the series, and are a perfect way to relax before going to sleep.
LBB> What did this experience teach you about merging voice-activated technology with themed content?
Camila> This experience taught us a lot about the conversational experiences of users of voice-controlled devices. We went through several iterations in which we had to anticipate a wide variety of prompts for possible questions and answers. This exercise led us to consider new applications of the technology we are evaluating today. We also discovered just how sensitive AI can be and how variations of input can generate very different output, both in terms of sound and image.
LBB> Where did the idea to create an Alexa Skill come from and who on the team was involved?
Camila> Together with our partner Versa, we realised we needed to add a layer of interactivity to the experience. We wanted to use a platform that would allow us to have a dialogue with the user, and Alexa has the greatest presence of any voice assistant technology in Mexico - which is where the idea for the campaign originated - so we focused on that medium. During development of the Skill, we discovered that a person’s state of mind prior to sleep has an impact on the overall quality of their sleep, so we decided to build a sentiment analysis based on the user's responses and offer appropriate customised content.
LBB> The same actor who dubs the LatAm version of The Sandman, Alejandro Orozco, narrates these lullabies. How does his involvement enhance the overall user experience?
Camila> Having Alejandro Orozco's talent to guide users adds both depth and personality to the experience. His voice establishes the Skill solidly in the context of the series and gives users the unique opportunity to have a conversation with the main character, and it definitely brings a human touch to a technical interaction that could otherwise feel rigid.
LBB> Why did YouTube personality, Ninfa, feel like the right fit for a social media collaboration for this project?
Camila> When we began to create content to communicate the campaign, the Netflix team remarked to us that lovers of the fantasy or dystopian genre were already on our side because of the prestige of the graphic novel, but that the series was intended not only for that niche but to be enjoyed by all audiences. We had to consider a massive influencer marketing campaign and use unexpected characters, ones that you would least associate at first instance to a series like Sandman. Among those characters emerged one that was loved and supported by a wide audience in Mexico: Ninfa. Together with her, we created "La Receta del Ensueño", the official dish to watch while enjoying the show: a recipe that includes ingredients that help you fall asleep.
LBB> What were you hoping to achieve with the accompanying AI-generated short films?
Camila> One of the most exciting things about working with AI is that you must leave room for the unexpected. We wanted the films to convey the spirit of the show, while at the same time be a new interpretation of it. In addition to feeding the AI with scenes from the show, we added work from the illustrator of The Sandman graphic novel, which added its own personality and new textures. Additionally, we wanted the images to have a hypnotic touch and we achieved that by creating a constant loop that makes you feel like you are moving forward, before finding yourself falling backwards over and over, into the same landscape.
LBB> How does the dreamcast encourage LatAm viewers to engage with the show? And how does it enhance their experience of the show?
Camila> Those who know the story are fans of the fantasy genre, people who yearn for the possibility of discovering other realities. What will fascinate them about our project is that it is an extension of Sandman's powers into the real world. Those who hear about the Skill without knowing The Sandman yet will be inclined to watch the show after having received a tool that helps them have more creative dreams.
