The technology allowed the actor to return to the screen without ever being on set
According to The Telegraph (2022), Bruce Willis has just this week sold his image rights to the US firm ‘Deepcake’, allowing the creation of a “digital twin”. Deepcake specializes in the use of deepfake, which consists of superimposing a person’s likeness over another individual (Hellyer, 2022).
Bruce Willis had his first experience with deepfake technology last year, when he allowed for his “twin” to be used in a commercial for a Russian phone service, MegaFon.
In a statement, Willis said: “I liked the precision with which my character turned out. It’s a mini-movie in my usual action-comedy genre. For me, it is a great opportunity to go back in time. With the advent of modern technology, even when I was on another continent, I was able to communicate, work and participate in the filming. It’s a very new and interesting experience, and I thank our entire team.”
Now, the actor has officially sold the rights of his digital doppelganger to be hired by ‘Deepcake’ for future projects.
Some ethical questions about deepfake technology have been the topic of discussion. The ability to recreate someone so nearly-perfectly can cause some worries, for example, it’s the perfect tool for spreading political disinformation. For Hollywood however, it opens up the possibility of actors starring in movies after they die and of stars from the past being brought to life on screen.
Willis, who was diagnosed with Aphasia and announced earlier this year that he would be stepping away from acting as a result from the disease, may be the first of many celebrities willing to have their legacies live on.
You can see deepfake technology in action and watch the behind-the-scenes video for Bruce Willis commercial below:
https://www.youtube.com/watch?v=Ca75gKxfdPQ
References
Allen, N. (2022). Deepfake tech allows Bruce Willis to return to the screen without ever being on set. The Telegraph. [online] 28 Sep. Available at: https://www.telegraph.co.uk/world-news/2022/09/28/deepfake-tech-allows-bruce-willis-return-screen-without-ever/ [Accessed 30 Sep. 2022].
Hellyer, F. (2022). Deepfakes: The New Ticket to Immortality? [online] Rolling Stone. Available at: https://www.rollingstone.com/culture-council/articles/the-new-ticket-to-immortality-1324513/ [Accessed 30 Sep. 2022].
Vincent, J. (2021). Everyone will be able to clone their voice in the future. [online] The Verge. Available at: https://www.theverge.com/22672123/ai-voice-clone-synthesis-deepfake-applications-vergecast [Accessed 30 Sep. 2022].
