Prime Video • Citadel "Deepfake" Trailer
2023 • VOD • United States • North America
Amazon did a "Citadel" series promotion using deepfake technology to feature recreated historical figures.
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The big idea of the campaign was to create a captivating mythology around the Prime Video spy series "Citadel" by using Digital Domain's deepfake technology to seamlessly integrate recreated appearances of historical figures like John F. Kennedy, Franklin D. Roosevelt, and Winston Churchill into the narrative. This innovative approach aimed to spark curiosity, engage the fanbase, and expand the series' mythology, ultimately drawing viewers into the intricate and ever-expanding world of "Citadel."
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The challenge of this campaign was to seamlessly integrate deepfake technology to recreate the appearances of historical figures John F. Kennedy, Franklin D. Roosevelt, and Winston Churchill for the "Citadel" series trailer. This involved extensive research, machine learning facial swapping, and meticulous compositing to create a convincing illusion of the figures speaking about the covert agency. The goal was to captivate the audience and enhance the series' mythology by blurring the lines between reality and fiction.
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The target group of this campaign for the Prime Video spy series, "Citadel," was fans of thrilling and suspenseful content, particularly those interested in espionage and covert operations. The use of deepfake technology to bring historical figures into the narrative aimed to appeal to a wide audience intrigued by the idea of a secret agency manipulating world events. This unique approach was designed to captivate viewers and spark curiosity among those who enjoy immersive storytelling with a mysterious twist.
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The partnership between Amazon and Digital Domain to create the "Citadel" trailer featuring deepfake technology achieved its goal of captivating the audience and sparking curiosity within the fanbase. The use of historical figures like John F. Kennedy, Franklin D. Roosevelt, and Winston Churchill seamlessly integrated into the narrative added authenticity and depth to the series' mythology. The compelling execution of the deepfake technology led to increased engagement and discussion among viewers, expanding the intrigue surrounding the "Citadel" universe. The trailer successfully drew viewers into the intricate web of secrets and mysteries, ultimately enhancing the overall fan experience and generating a passionate community around the series.
