Retired since March of this year, Bruce Willis can be back on the screen without having to step on a recording set again. That’s because the actor sold his image rights to a company that uses deepfake technology to create content.
In making a deal with the company Deepcake, which manufactures “digital twins” of people, Willis appeared in a Russian phone ad, owned by Megafone, without ever having recorded the commercial. Watch:
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“I liked the precision with which my character turned out. It’s a mini-movie in my usual action-comedy genre. For me, it’s a great opportunity to go back in time,” the actor wrote in an official press release. The Hollywood star explained that, with the use of technology, he was able to be in the film, even though he was physically on another continent.
This technology is capable of putting a person’s face on another, in a digital way, using artificial intelligence resources. Thus, an actor can speak and move with the face and even the voice of another person.
The controversy surrounding deepfake is that the feature has been used to spread fake news, especially during elections, contributing to the spread of fake news.
However, for cinema, this can be an opportunity for actors to star in films even after they die, for example. In Star Wars spin-offs, for example, technology was used to recreate younger versions of the actors.
The opportunity, for Willis, may be unique, as earlier this year his family reported that he was experiencing health problems and was diagnosed with aphasia, which compromises motor and cognitive skills.
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