Warner Bros. launched a Deepfake campaign for reminiscence

Hugh Jackman stars in Reminiscence.

Hugh Jackman stars in Reminiscence.
Photo: Warner Bros.

In general, I am wary of deepfakes, mainly because they can be used for evil and be a little scary. There are exceptions, like the YouTuber who made a much better deepfake version of a young Luke Skywalker in The Mandalorian as the CG division of Lucasfilm. Recently, Warner Bros. launched an awesome deepfake marketing campaign which also made me want to take my hat off to the studio.

As reported by Protocol, to promote his next film Reminiscence, Warner Bros. has partnered with the AI ​​Face platform DO to create a deepfake generator that allows anyone to insert any of the movie trailers themselves. The use of the generator is simple. All you have to do is go to official website of the film and upload a photo of yourself. The generator will then play a short trailer that includes a moving deepfake sequence of your face.

With Hugh Jackman, Rebecca Ferguson and Thandiwe Newton, Reminiscence is a sci-fi noir film that focuses on private investigator Nick Bannister (Jackman), who helps his clients access lost memories through holograms. When his new client, Mae (Ferguson) goes missing, Bannister becomes obsessed with finding out what happened to him. Reminiscence is the first film of Westworld co-writer and executive producer Lisa Joy, who we interviewed on the film earlier this week.

You can consult the example of the trailer protocol produced with the generator on Youtube. It’s pretty crazy how realistic and breathtaking the expressions on the deepfake are that D-ID managed to create this with just one photo.

If this tech sounds a bit familiar, it’s because it’s not D-ID’s first eye-catching deepfake tool. The startup made headlines in February with its “Deep nostalgia” service, which allowed people to animate old photos of their deceased loved ones, developed for the MyHeritage company. The tool was later updated to allow users to choose from a variety of movements and expressions, such as smiles, a compassionate gaze, and kisses.

Five weeks after the debut of Deep Nostalgia, MyHeritage announced that over 72 million photos had been animated using the Deep Nostalgia tool. In addition to old family photos and movie trailers, D-ID is also working on a partnership with museums to create deepfake videos of artists talking about their work.

Protocol pointed out that what makes D-ID’s AI unique is its ability to work with a single photo. Competitors in the business often need various videos and photos to train their AI solutions on how to create deepfake videos.

Going forward, D-ID wants AI to replace actors, CEO Gil Perry told the outlet. However, the technology is not there yet and achieving this goal could take a few more years.

“Our long-term vision is to create complete productions using AI,” said Perry.

To his credit, Perry also acknowledged one of my concerns about deepfake technology. He told Protocol the company is looking for ways to ensure that its deepfakes are not used for manipulation and harassment. Only time will tell if the company is actually following through on this.

Reminiscence hits theaters and on HBO Max on August 20.

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