Coke Ultimate / Coca-Cola / Tool of NA

One of the historical limitations of deepfake technology is that the source footage introduces some limitations in how the final person is represented in the film, across a range of ethnicities and gender. The magic in the project was seeing yourself in the film in a believable way, so it was paramount that we developed a solution that would expand on the technology and improve upon this fundamental issue.

Age Limited Experience

For ethical reasons a decision was made to not capture the likeness of anyone under the age of 18, but we wanted to deliver an equally engaging experience for that younger demographic.  To solve for this, we created pre-rendered deep fakes using LoL inspired avatars, instead of the user’s image.  We created a library of AI generated portraits representing a wide cross section of gamers.  We then used a separate AI pipeline to animate these still faces and give them more realism via subtle facial movements.

The site was launched and promoted globally across N. America, LATAM, Africa and Asia, and localized to more than 10 languages, with individual markets activating special events and promotions to drive fans to the site.  

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