So, the advertising industry is starting to do some strange and interesting stuff with deepfake technology. A Russian company named MegaFon is using the tech to bring Bruce Willis into their commercials. In case you are wondering what Willis thinks about it, he actually signed off on the whole thing! Yep, Willis has laziness to the next level. He doesn’t have to do a damn thing, but he’s collecting a paycheck for being in the commercials.
In an interview with Vasili Bolshakov, Director for Brand and Marketing Communications at MegaFon said:
“All negotiations with Bruce Willis were conducted by our team. It was a very risky idea, but surprisingly, the discussion on collaboration was quick and productive. We told Bruce about MegaFon and the idea of the project. The actor was interested in the brand and our approach to organizing production.”
The deepfake was “created using face generation technology, which is based on neural network algorithms.” It’s explained that to do this, “the engineers of the Deepcake studio selected a large amount of photo and video materials with the participation of celebrities – it turned out 34 thousand units of content, from which the neural network created the image of Bruce’s character.”
Check out one of the commercials below and let us know what you think about how deepfake is being used like this.