With the rise of AI performers such as Tilly Norwood and recent news of Doug Limon’s upcoming AI-generated feature “Bitcoin: Killing Satoshi,” an initiative aimed at giving filmmakers a way of celebrating human artistry behind and in front of the camera has now launched.
The Human Made Mark, which was first established last year, is set to appear as an ident before a verified film and as a certified Trust Mark in the end credits, indicating that a project has not been made with the help of AI. The idea behind the initiative is to give audiences the opportunity to make a decision in their viewing habits — much like the FairTrade label on food — and goes beyond studios adding their own un-independently verified disclaimer with regards to AI use.
For the official launch, the initiative’s founders William Grave and Eric Gruber traveled to the site of one of the world’s earliest human-made marks — the 29,000-year-old Pech Merle cave paintings in France.
“It has been a beautiful experience to come with my co-founder Eric to Pech Merle in France and officially celebrate the launch of our trust mark here,” said Grave. “Going back to our ancient past, it reminds us how creativity and expression is so innately human.”
Even before The Human Made Mark launch, it had gathered early supporters from film creatives, including Oscar-winning production designer Tamara Deverell, three time Oscar-nominated cinematographer Dan Laustsen and Oscar-winning costume designers Ruth E. Carter and Deborah L. Scott. Deverell said that the initiative’s “mission to help protect the human village on a film set is vital for the future of our industry.”
To gain certification, a producer, director or production company representative must submit evidence such as call sheets, behind the scenes photos, credit lists, a private viewing link for the team to review, and sign a legal declaration. The Human Made Mark bills itself as the first initiative of its kind to introduce this level of verification. The current model supports both live‑action and stop‑motion animation productions, with the ambition to expand certification to additional animation techniques in the future.
“We proudly set the bar high for certification, said Gruber. “The Human Made Mark is the Michelin Star of human craft. By doing so, we can create a premium for human made work, while inspiring the next generation of artists coming through. The future isn’t written yet. What we do now as filmmakers, industry stakeholders and as an audience, can change everything.”
Aanchal Kapoor, the lawyer who set up the contractual framework behind The Human Made Mark’s verification platform, described the project as a “pioneering use of law to protect the filmmaking industry” in the face of the threat posed by AI.
“In a climate of rising AI encroachment in creative professions, the industry is asking itself: How can the law protect artistic ecosystems?. As a lawyer and filmmaker myself, I believe the legal architecture of this verification scheme is defining a boundary across creative industries against AI which says, whilst it can be a tool used by a human artist; it cannot be at the cost of replacing a human artist,” she added.
The Human Made Mark also recently collaborated with Kodak Film to create a visual love letter to filmmakers that was released on Valentine’s Day across social platforms. The film — voiced by “Bridgerton” actor Ruby Barker — gained momentum, surpassing 200,000 views.
“When I was first approached by the Human Made Mark, I researched their work, their values and their vision and I was so thrilled to get involved with the project,” said Barker. “I feel it is so vital to stand our ground as artists and champion Human Made art. Film making has been such an important part of my life and without the countless Human artists I’ve encountered on my acting journey, who became friends and cherished colleagues, I wouldn’t be who I am today.”
See the short film below:
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