Zack Sharf Bruce Willis did not sell his rights to a deepfake studio, despite reports of the contrary that recently went viral online. The Telegraph reported at the end of Sept. that Willis made history as “the first Hollywood star to sell his rights to allow a ‘digital twin’ of himself to be created for use on screen.” While a “digital twin” of Willis was created by the deepfake company Deepcake to be used in an advertisement for the Russian telecoms company MegaFon, Deepcake does not own the rights to Willis’ image or to his “digital twin.” Willis’ representative confirmed to Variety that “there is no partnership or agreement that exists between Bruce and Deepcake.” A spokesperson for Deepcake told Variety the same, adding, “The rights to Bruce Willis’ image [and] to his Digital Twin belong to Bruce Willis and to him only.”