At least that’s the premise behind Metaphysic — a startup born out of a TikTok parody account called deeptomcruise.
The company uses deepfake technology to create ads that wouldn’t otherwise be possible. Early examples include:
- A campaign for Gillette featuring 1989 pre-draft Deion Sanders
- A campaign for the Belgian Football Association bringing 2 former managers back to life
Good deepfaking takes hard work
Metaphysic co-founder Chris Umé says the process to create deeptomcruise included:
- 2.5 months training an AI model on images and videos of Cruise
- Shooting base videos with a Cruise body and voice double (actor Miles Fisher)
- 2-3 days to combine the footage
When done right, Umé believes the tech can lead to more creativity…
… but it’s easy to get it wrong.
For instance, a recent documentary about Anthony Bourdain received backlash for not informing viewers about AI-generated dialogue.
As Metaphysic and others work out the ethical guardrails, we’ll be looking out for new deepfake use cases, and of course, more deeptomcruise.
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