For decades, brand storytelling has been limited by what can be filmed right here and now. Want to show a character at an earlier age? You’d need a younger actor. A flashback? Archive footage or clever editing. Today, aging and de-aging with the use of AI tools changes the rules entirely.
Hollywood has already embraced this technology, using it to recreate younger versions of actors in blockbuster films and series. From “The Irishman” to “Captain Marvel” and our own work on Apple TV’s Lady in the Lake.
Aging and de-aging have also found their place in commercial work. We’ve applied it in campaigns for brands like G-Star and adidas, and most recently for Albert Heijn. In their latest campaign, “Start your own shop,” Albert Heijn introduces a new store manager: the well-known Dutch actor Jeroen van Koningsbrugge. We see a younger version of him in a classroom, dreaming of the role he will one day take on. Using de-aging technology, we brought this youthful version of Jeroen to life, creating a playful and nostalgic connection with the audience.
AI models first generated a younger version of Jeroen’s face using a combination of machine learning and de-aging tools. While the results were impressive at first glance, they weren’t yet ready for production. The AI output introduced visual artifacts, such as misplaced details, overly smooth skin, and other subtle inconsistencies, that pushed Jeroen’s appearance into the uncanny valley, making him look almost human but slightly off.
This is where craft makes the difference. By carefully blending the AI-generated face with Jeroen’s actual facial features, structure, and skin texture, and adding natural lighting, our VFX team restored the realism that AI alone couldn’t achieve. This resulted in a youthful, authentic, and instantly recognizable version of Jeroen.
Time is no longer a barrier in storytelling. It’s not just about what a product or character is today, but what it was, could have been, or might become. Aging and de-aging open doors to entirely new narratives, creating imagined timelines: characters who meet their younger selves, alternate brand histories, or imagined futures.
Yet, the real value lies in human craftsmanship. AI may break the laws of time, but only human craft can make audiences believe in the story.
