FotoOto is the first photo app to turn images into a multi-sensual experience. The incorporated image recognition tells what is on the image, then translates the colors into different instruments and timbres. On top the photographer can record their feelings and emotions while taking the picture. Making this the first app to create really personal content for the blind and visually impaired.

Over the course of 18 months, we developed FotoOto together with sound engineers and the input of blind people. Creating an easy-to-use app that incorporates three key features that will improve the social media life of blind and visually impaired people.

The image recognition based on Microsoft Vision API analyses visual content and translates it into a text description that is read aloud by Siri. After that, the app’s algorithm starts transforming the image from visual to audible content. Every color of the image is associated with a certain sound in the process, hence creating a recognizable track for each picture. In addition, a commenting option for statements or ambient sounds is available. The result is this entirely new file format including the original picture, text description, the generated audio track as well as the record speech or ambient sound.

Thus, the app not only helps to perceive the world, but to share unique memories in social networks.

During production, we made sure the app works worldwide so everyone can benefit from these features. The first version of the app is available at the App Store for iPhones since April 2017.

Until now, we have succeeded in reaching our target group by finding a technological solution to one of their greatest desires when it comes to social media. First tests with blind people resulted in euphoric feedback on the usability of FotoOto and we expect the app to become the standard photo app for blind and visually impaired people.

Furthermore, users on social media responded very positively to the app. FotoOto will also be presented to a larger audience during the important press and blogger event re:publica 2017 and a larger PR roll-out has begun.

The project not only expanded the technological competence of the development department of Publicis Pixelpark, but also created a completely new owned media platform with an addressable target group.

There are many apps out there to help blind and visually impaired people. Some help to perceive the objects, some help to navigate, some help to communicate with others. But nobody helps blind people to record and share their memories and thus participate in social media. FotoOto is a new picture format creating a multi-sensual experience that lets you record memorable moments. And that can be consumed by everyone – by people who can only hear and by people who can also see.

Many blind people use smartphones and social media to stay in touch with their loved ones. Recently this got harder and harder because of the rising importance of photography in these channels. Our goal was to create the first app that helps the blind to be able to use and participate in social media, with an accessible photo format that is perceivable for the blind and visually impaired.