The creators of the viral @DeepTomCruise account on TikTok have launched a production platform to create hyperreal content using deep learning and artificial intelligence.
Co-founded by synthetic media and AI artist Chris Ume, Metaphysic empowers brands and creatives to produce photorealistic and scalable synthetic video content.
The software developed by Metaphysic enables creators to process datasets, mix and remix proprietary and open source AI models, and integrate traditional production workflows. The result is a decentralized production process that can generate hyper-realistic content without additional time or cost.
In addition to creating @DeepTomCruise, the Metaphysic team also used their technology and learning models to create Procter & Gamble’s Gillette ad “Deion’s draft night” by Grey, USA. To celebrate the 2021 NFL Draft, Gillette worked with Metaphysic to create a synthetic version of young Deion Sanders as he watched on draft day in 1989.
Ume said, “There is a huge appetite for new forms of expression in AI-powered video, and it’s pushing the boundaries of technology and art in fascinating ways. At Metaphysic, we want to further decentralize the production of video content. create AI tools to give brands, influencers and creators unlimited possibilities for video creativity and entertainment.”
Metaphysic’s @DeepTomCruise demonstrated that hyperreal content can now be indistinguishable from live shots, so brands, creatives and production companies are increasingly seeing the benefits of using synthetic media in the production of premium content.
Tom Graham, Co-Founder and Managing Director of Metaphysic, said: “During the pandemic, demand for synthetic media skyrocketed as in-person production was prohibited. We saw the need for streamlined tools to propel a future where AI will help even non-professional creators create amazing photorealistic content in an ethical and scalable way.”
Metaphysic said it is committed to using its technology ethically, including prohibiting the creation of content when it knows it is designed to mislead or deceive.
Graham added, “We recognize that this is a nascent technology and its development may have unintended consequences that need to be taken seriously. At the heart of our product development process, we face ethical and safety issues both internally and for the industry as a whole.
“By taking an ethics-driven approach to developing technology, we will enable a broader franchise of creators to tell meaningful stories using hyper-realistic synthetic media that does no harm to individuals or society.”