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Bruce Willis has sold the right to use his digital counterpart in commercial video production. This means that we will be able to see his digital double appear in commercials and maybe even movies, even if in fact he will not be acting. Willis also appeared in a Russian commercial made using the technique known as “deep fake”.
The actor suffers from aphasia, a language disorder that causes an inability to express himself in words. In early 2022, the actor announced that he was stepping away from acting as a result, but according to the Telegraph grant licensed the right to use its digital counterpart through a company called Deepcakebased in Tbilisi in Georgia and registered as a company also in the USA based in Delaware.
Bruce Willis in great shape thanks to the deep fake: the actor signs with Deepcake
The company can reproduce the likeness of Bruce Willis through a trained neural network-based deep learning model with its appearances in 1990s action movies. By learning his appearance and recognizable facial expression, the model can apply his likeness to another actor with a similar build, performing a process that is generically known as deep fake.
Reading on the company’s website, Deepcake’s aim is to revolutionize the casting process in movies and commercials by reducing their price. You pay the endorsement with the celebrity agent and a fee for running the technology, but another actor will physically perform the acting. This allows for seemingly identical work “without travel expenses, expensive filming days, insurance and other related costs”.
The Telegraph states that Willis “the first Hollywood star to sell her rights to allow the creation of a ‘digital twin’ for use on screen” but it is likely that, with the constant improvement of deep fakes, contracts of this type will become increasingly common in the film industry. In 2021, as already mentioned, Willis appeared in a Russian commercial for MegaFon, and commented on his appearance as follows:
“I liked the precision of my character. A great opportunity for me to go back in time. The neural network was trained on the contents of Die Hard and Fifth Element, so my character similar to the images of that time.
With the advent of modern technology I was able to communicate, work and participate in filming even when I was in another continent. a completely new and interesting experience for me and I am grateful to our team. “
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