Posted 3/14/2024, 7:40:41 PM
Director Accused of Falsely Claiming AI Created Ad That Repurposed Others' Work Without Credit
- Director Wes Walker claimed his ad for Under Armour was "AI-powered," but actually reused existing footage without crediting the original creators
- The ad repurposed director Gustav Johansson and cinematographer André Chementoff's work from a previous commercial without permission or credit
- Creatives in the industry criticized the ad, arguing that Walker falsely promoted it as AI-generated to justify unethical reusing of others' intellectual property
- The controversy highlights concerns that brands are exploiting AI hype to recycle creatives' work without appropriate payment or attribution
- Many argued creators should resist industry shifts enabling brands to co-opt original filmmaking and refuse jobs enabling unethical AI branding