Adventures In Our Sci-Fi Present
Digital avatars in commercials & socially engineering algorithms: Context Collapse #158
Fun fact: We live in the science fiction future.
It’s not a good thing. It’s not a bad thing. It’s also not an opinion. It’s a fact.
I’m talking about this because I’ve been thinking about Bruce Willis’ digital twin. The beloved actor, who retired from acting this year due to aphasia, has a “digital twin” that was created to appear in ad campaigns back in 2021. The “digital twin” is the creation of Deepcake, a startup that boasts their work with large talent firms CAA and Special Artists in their marketing materials.
Per Ryan Gajewski at the Hollywood Reporter:
According to Deepcake, the studio worked with MegaFon in August 2021 on an ad campaign starring Bruce Willis. Deepcake did not work with Willis’ team directly and never entered into an agreement with him to use his “digital twin” for any additional purpose.
“Our engineers processed a dataset composed of 34,000 images of Bruce Willis and made his ‘digital twin’ for the se…
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