Review: DeepFake by 404 Theater (Edinburgh Fringe)
- Immersive Rumours
- 1 hour ago
- 2 min read
This hugely effective one-on-one immersive experience explores the impact that deepfakes can have on society and individuals.
Photo: Amanda Gostomski
404 Theater's DeepFake, which runs at Underbelly Cowgate until 30th August, is an immersive theatre show designed for one audience member at a time. As part of the show, they take on the role of Alex Doe, the Head of Public Relations for MirrorMind - a tech company on the verge of launching a revolutionary new AI product that allows users to create their own deepfake content.
Placing the audience at the centre of an ethical dilemma surrounding the potential impact of deepfake technology, this 20-minute-long experience - which is described as 'part puzzle room, part quiet horror story' - packs a considerable punch given its short runtime, and illustrates first-hand just how terrifying the technology can be.
Photo: Amanda Gostomski
The experience begins with guests being asked to fill out a short survey in a waiting room before being ushered to their cubicle at MirrorMind. On screen at their desk is Andi, an engineer at the company, who gets them up to speed on the software in question, MimicVerse Studio, ahead of a call with the company's CEO.
As the Head of Public Relations, it's up to Alex to state their case for whether or not MirrorMind should proceed with launching the product and advise on the potential issues that may arise from releasing it. Rather than needing to come to this conclusion on their own, there's a wealth of environmental information scattered around the cubicle arguing for both sides, alongside a folder full of internal documents, including emails, screenshots and presentation decks detailing the development of the product and the concerns raised by employees.
There's a good amount of freedom offered to guests when determining what they advise MirrorMind's CEO, who initially takes their views on board. As you'd expect from a huge tech company, though, ethical concerns and the potential for misuse ultimately take a back seat to the pursuit of profit, and you can't stand in the way of progress.
It doesn't take a lot to work out how DeepFake's final moment unfolds, but even if you know where the experience is heading, it's still hugely impactful to witness it first-hand.
★★★★
DeepFake runs until 30th August (excluding 10th, 17th, 24th) at Top Belly at Underbelly, Cowgate (Venue 61) as part of the Edinburgh Fringe. For more information and to book tickets, visit edfringe.com
