SL: The Scream

The Stockholm Metro system, locally known as SL, is often referred to as "the world's longest art gallery", featuring artwork created by over 250 artists.
To celebrate the artists and help commuters immerse themselves in the different artworks the metro has to offer, SL created, via Garbergs, an audio guide app called "SL ArtGuide". With the help of the app, commuters can now immerse themselves into the fantastic gallery of the Stockholm metro system.

As a part of the launch, we created a print ad featuring a famous art piece - with a twist. By using AI algorithms, we were able to identify the stylistic elements of the painter Edvard Munch (such as colours and brushstrokes) and incorporate a subway car and headphones into his famous painting “The Scream”, as if it were painted by Munch himself.

The result is a fusion between AI, art and one of Scandinavia’s most famous painters throughout all time.