Earlier this year, FischTank began planning a media relations campaign for Flawless, a neural net film lab specializing in ground-breaking visual AI technology for film and entertainment, to establish its sophisticated team of AI and film veterans as credible thought leaders and unveil their revolutionary AI translation technology – TrueSync, the world’s first system that uses AI to create perfectly lip-synched visualizations in multiple languages.

Think Robert DeNiro speaking flawless German in Heist, or Tom Hanks as Forrest Gump, mourning over Jenny’s grave in perfect Japanese. I know, I know – you might be asking yourself, isn’t this just another deepfake technology? The answer is no – and that’s where our team was able to come in and develop specific messaging to differentiate Flawless’ technology from the deepfakes flooding the internet and really tell their story, because after all, while we might be in the business of PRat our core we’re professional storytellers. We honed in on how Flawless takes original audio and scripts and retimes the visual imagery and adjusts mouth movements on the visual side in order to preserve the original performance and allows for a trueauthentic translation of the original material, allowing you to fully experience and feel the film as the filmmakers and actors intended without altering an actor’s performance, whereas deepfakes have a difficult time replicating natural movements and are often being done without consent and typically have nefarious merits.

With this tailored messaging in mind, our team developed an embargoed press release, targeted national business and trade media list and several customized pitches focused on differentiating Flawless’ tech from deepfakes while also addressing the old-age debate of which is better, subs vs. dubs, to secure interest ahead of their official unveiling. We worked with the Flawless executive team to obtain a final showreel to share with reporters under embargo, prepared detailed media briefing documents ahead of each interview with specific talking points in an effort to dispel any deepfake comparisons, and as a result of our strategy, we were able to have several high-profile pieces run in publications such as The Hollywood ReporterThe VergeWiredFortune and Reuters (plus many, many more – shout out to #TeamFlawless!).

To-date, FischTank’s extensive media relations campaign for Flawless has landed more than 100 media placements resulting in over 3 billion impressions. As the company continues to grow and secures high-profile deals with some of the industry’s largest movie studios and streaming networks, FischTank will continue to help land high-profile placements with top-tier publications to showcase Flawless’ truly revolutionary technology.

Drop us a line if you want to learn more about our process and how we generate meaningful results for our clients – or for your next media relations campaign: [email protected].

Shannon O'Reilly

Shannon O'Reilly is an Account Director at FischTank PR.

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