Greenz used the deepfake technique in the campaign to launch Hard Rock in Fortaleza, which featured actress Flávia Alessandra doing a guitar solo. The idea of the action, at first, was to generate curiosity in the artist’s followers on Instagram.
In the next step of the campaign, the purpose was then revealed: to show that the actress and her husband, presenter Otaviano Costa, became ambassadors and advisory members of the Marketing Committee of VCI, the company responsible for the arrival of Hard Rock hotels in Brazil.
“By putting Flávia playing guitar, we generated curiosity from the impacted audience and, when the reality of the video was revealed, we attracted greater interest in the main news”, said Paulo Henrique Gomes, PH, partner and CCO of Greenz, an agency that, since October, he has been responsible for providing services to VCI in Brazil.
In six hours in the studio and around 30 professionals involved in capturing the images, the action consisted of simulating that actress Flávia Alessandra was playing guitar in a video published in the format reels do Instagram.
In the action for VCI, the deepfake technique was used to capture the movements of the actress’ entire head – looks, movements and gestures – which were applied via Artificial Intelligence (AI) on the captured images of guitarist Isa Nielsen, who, in fact, , plays the guitar chords.