Today UK based photo library Topfoto has released the first of two 40-second films highlighting the need to trust the source when licensing images …of which they have millions to choose from!
The advert above, shared to PAN, is titled “FAKE” – it’s the first part of their ‘Reality Checked’ campaign which features a cast of Topfoto’s archivists. The ad gives a rousing defence of the lasting power of the real image over the cheap thrill of the fake – and shows what can be lost when the lines between them become blurred.
Topfoto worked with the director and writer at Annex Films, David Baksh, to produce the “Reality Checked” campaign. David sums up the dilemma now facing every professional working across the image-based arts, “There are few aspects of life that will be untouched by the AI revolution. Yet, we remain largely unprepared for both its impact and its aftermath. Like grazing dinosaurs, we have all looked up and been dazzled by the pretty lights, only to be hit by the realisation that the oncoming collision could be existential. As filmmakers, creatives, designers and art directors, we’re all excited by this technology – but if we don’t constantly challenge how and why we’re using it, we’ll end up losing much more than we gain.”
Flora Smith, Topfoto’s MD and owner told PAN: “Like many long-standing family-founded firms, Topfoto sees great potential in new operational tools, but the assault on truth, academia, news reporting and creative practice is real – and to be deftly defanged. We are delighted to work with Annex Films on this project, our contribution to what is at stake and what we offer”.
The next ad called “PROMPT” releases in November – great work team!