The Topfoto Archive has been a bastion of photographic history for nearly a century, preserving millions of authentic images from the 1840s to today. Yet, the advent of photo-realistic AI image generation now poses an existential challenge, threatening not only Topfoto’s mission but also the notion of reality. In collaboration with Annex Films and its writer-director, David Baksh, Topfoto has launched “Reality Checked,” a compelling two-part campaign confronting this issue head-on.
The “Reality Checked” campaign comprises two concise 40-second films titled FAKE and PROMPT. Directed by David Baksh, these films star Topfoto’s archivists and target creative professionals in image-based industries. Their message is clear: while AI offers unprecedented innovation, unchecked misuse can erode public trust in the authenticity of visual media. Through a passionate appeal, FAKE and PROMPTwarn against …