Mike KarrA face or voice is not just a media asset. When an ad uses a recognizable person, the production team needs a clear record of what was licensed, where it can be used and how the digital replica may be created.
Define the identity assets
List the face, body, voice, name, signature mannerisms, existing footage and any trained digital replica separately. A release that covers a photo shoot may not automatically cover voice cloning, synthetic performances or future model training.
Write the usage scope precisely
Cover territory, languages, channels, paid media, organic posts, whitelisting, duration, formats, edits, derivative performances and the right to create new variations. “Advertising use” is usually too vague for an AI production workflow.
Set approval and takedown rules
Agree on who approves scripts, claims, wardrobe, product handling and final exports. Include a practical process for correction, takedown, expiry and deletion of source files or replicas when the license ends.
Handle exclusivity and conflicts
If the person cannot appear for competing products, define the category, market and time period. Also check whether the creator has existing brand agreements that limit paid social, AI or synthetic use.
Keep the license attached to the creative
Every generated variation should be traceable to the rights record. This matters when a winning hook is translated, adapted for a new market or reused in a different campaign.
This is general information, not legal advice. Rules vary by jurisdiction, platform, claim and contract. Have counsel or a qualified compliance reviewer check the final campaign before launch.