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Smithsonian’s New Digital Guide Brings the Future to Your Fingertips

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Goodby Silverstein & Partners launches first-of-its-kind digital experience

Smithsonian’s New Digital Guide Brings the Future to Your Fingertips

What will your life will be like in 2050? How do we care for a future that we cannot even imagine? A new digital experience from the Smithsonian’s Arts and Industries Building (AIB) will introduce you to the ideas, objects, and inventions that could transform your future.

'Your Future Guide' is a first-of-its-kind digital experience that brings the milestone “FUTURES” exhibition - the Smithsonian’s first exploration of the future - to audiences everywhere. Brought to life through a groundbreaking new mix of machine learning and storytelling, AIB’s official future guide of 2050 will be available beginning June 22 at

'FUTURES' showcases more than 150 awe-inspiring objects, ideas, prototypes and installations that fuse art, technology, design and history to help visitors imagine many possible futures on the horizon. 'Your Future Guide' is designed as a gift to carry FUTURES beyond the walls of AIB and inspire millions more to think more hopefully and flexibly about the world to come. 

Designed in partnership with award-winning advertising agency Goodby Silverstein & Partners (GS&P), 'Your Future Guide' helps people imagine the future by giving them a tour of it. The project is based on research that shows that most Americans struggle to think more than 30 years into the future, but it is exactly that type of long-term thinking that enables us to focus on solutions and the future we desire. Empathy and the ability to envision that future, to see oneself in it, are key.

“We are much more likely to care about a future in which we can see ourselves,” said Rachel Goslins, director of the AIB. “Through the magic of these cutting-edge technologies, we are able to give users the otherworldly experience of time-traveling to a possible future. That experience can lead all of us to being more engaged citizens and better creative problem solvers.”

'Your Future Guide' begins by learning more about you today and the type of future you would like to see through a series of fun, engaging personality questions. Behind the scenes, a selection tool works to curate a personalized set of ideas and inventions from 'FUTURES' to explore for a tour. Ranging from sustainable foods to cryopreservation to the future of transit, these fascinating objects showcase solutions to some of society’s most pressing issues and goals. By bringing museum objects to life in an immersive environment that imagines objects as if they exist in 2050, users are able to come face-to-face with a firsthand experience with futures that were previously unimaginable.

After touring a possible future with Smithsonian’s official guide, users can make a real-world commitment to help shape the future into one that they want. This commitment can be downloaded and shared with others via social media.

“The insight that people are more likely to care about a future they can see themselves in led to an ambitious idea, which we brought to life through a first-of-its-kind technology experience,” said Margaret Johnson, chief creative officer at GS&P. “‘Your Future Guide’ revolutionizes how people interact with museum exhibitions and how they think about the future.”

“It’s been thrilling to partner with Goodby Silverstein & Partners and multiple teams of innovative thinkers on this new leap in Smithsonian virtual learning,” Goslins said.

To create 'Your Future Guide', GS&P worked with leading creative production studio Unicorns & Unicorns, software developer Resemble AI, non-profit think tank The Institute for the Future, and teams of dozens of other collaborators and AIB curators were involved in creating and assessing the experience’s ideas and expressions.

“‘Your Future Guide’ is experimental yet accessible,” said Brad MacDonald, director of digital media at AIB. “It engages digital visitors on a personal and collective level while pushing the boundaries of what a museum exhibition can be.”

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Director of Smithsonian Arts & Industries: Rachel Goslins

Director of External Affairs and Partnerships, Smithsonian Arts & Industries: Allison Peck

Director of Marketing, Smithsonian Arts & Industries: Eleanor Reynolds

Director of Creative Media, Smithsonian Arts & Industries: Brad MacDonald

Digital Project Manager, Smithsonian Arts & Industries: Brooke Smith

Operations and Project Coordinator, Smithsonian Arts & Industries: Susannah Stern

Director of Digital Engagement, Smithsonian Arts & Industries: Hilary-Morgan Watt

Curator, Smithsonian Arts & Industries: Ashley Molese



Chief Creative Officer: Margaret Johnson

Creative Director: Ricardo Uribe

Creative Director: Jeff Fang

Associate Creative Director: Maria Lee

Art Director: Nando Sperb

Art Director: Neha Guria

Copywriter: Clemens Zlami

Copywriter: Gustav Johansson

Head of Photography: Quinn Gravier

Content Creative: Mark Sandhoff

Assistant Content Creative: Emilio Diaz


Designer: Pedro Zuccolini

Digital Production

Director of Production: Leila Gage

Executive Producer: Tena Goy

Senior Producer: Marina Rodrigues

Video Production

Director of Production: Jim Haight

Executive Producer: Tena Goy

Senior Producer: Cassie Edwards


Director of Creative Technology: Nathan Shipley

Creative Technologist: August Bjornberg

Creative Technologist: Shan Jin

Account Services

Group Account Director: Jenna Duboe

Account Manager: Jackie Russell

Account Manager: Brittany Ryley

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Senior Brand Strategist: Briana Patrick

Quantitative Strategist: Nikita Chistyakov

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Yelena Kompaneyets

Development Production Company

Company Name: Unicorns & Unicorns

Technical Creative Director: Sun Komen

Technical Lead: Ralph Kuijpers

Accounts Lead: Jenny Gobel

Associate Creative Director: Ceara Adamson

Art Director: Mike Gallegos

Art Director: B Gosse

3D Development

Company Name: Aaron Sims Creative

Voice Cloning Technology

Company Name: Resemble AI

Founder & CEO: Zohaib Ahmed

Co-Founder: Saqib Muhammad

Machine Learning Engineer: John Meade

Engineer: Tedi Papajorgi

Video Production Company

Company Name: GS&P Films

Director/DP: Jay Redmond

AC/2nd Cam: Jeff Caroli

Gaffer: Tom Guinery

Sound Mixer: Matt Jepson

Line Producer: Nicole Gonzalez

Production Assistant: Ayana Ahuja

Director of Film Content & Partnership: JP Patterson

Editorial & Motion Company

Company Name: Elevel

Senior Editor: Graham Willcox

Editor: Lori Arden

Editorial Assistant: Liz Norris

Editorial Coordinator: Victor Avalos

Creative Director of Motion: Mike Landry

Technical Director: Nathan Shipley

Motion Art Director: Luke Davisson

Motion Artist: Natasha Candelaria

Senior Post Producer: Ali Plansky

Executive Post Producer: John Dutton

Director of Post Production: Michael Damiani

VO Record

Company name: Lime Studios

Audio Mixer: Topher Wright

Executive Producer: Susie Boyajan

Music, Sound Design & Mix

Company name: Elevel

Director of Post Production: Michael Damiani

Executive Audio Producer: Josh Brown

Audio Mixer: David Michel-Ruddy

Track: musicLink – ProTunes

Categories: Museums and Galleries, Sports and Leisure

Goodby Silverstein & Partners, Fri, 08 Jul 2022 09:30:48 GMT