Spokesmodel DNA

Brand DNA says how you sound and look, Product DNA says what you sell, and Spokesmodel DNA says who fronts it. Most brands want the same person to front their ads for a season, not a new stranger every render. A spokesmodel is that person: an AI character with a fixed identity, a portrait, a voice and a multi-pose reference sheet, generated from your Brand DNA so they already look like they belong to you. Once created, the Creative Director can cast them in any film and every scene reads as the same human.

Your roster

Open Spokesmodels in the sidebar under Brand Intelligence. The Models page lists every persona in the project as a card — portrait, name and archetype, an AI Character badge — with search, a type filter and a sort. View Profile opens the full persona; Generate Model starts a new one.

Generating a spokesmodel

Press Generate Model and the studio writes five concepts for you first, tailored to your brand identity, audience and the products it has already read. Each concept is a paragraph you can edit in place: age band, build, hair, style, the energy they carry. Slide through them with the arrows, ask for New ideas if none land, or press Do It Later to leave without spending anything.

1. 01

   Read the five concepts

   Each one is written against your Brand DNA: the audience it speaks to, the products it would hold, the archetype it plays.

2. 02

   Edit the one you like

   Change any detail directly in the text — the accent, the hairstyle, the age band. What you type is what gets built.

3. 03

   Press Generate Spokesmodel

   The studio draws the portrait, builds the reference sheet and assigns a voice. Credits are shown on the button and charged only when the persona is delivered.

4. 04

   Check the profile

   Open the new card and read the sections below before you cast the persona in a film.

Reading a profile

A persona page follows the same pattern as a product: a header with a Latest Version selector, Favourite and Delete, then a numbered strip — 01 Portrait, 02 Snapshot, 03 Voice, 04 Reference, 05 Identity, 06 Personality, 07 Visual Brief. Each section shows a status pill and its own regenerate control, so you can redraw the portrait without touching the voice.

Voice is the stable performance the persona reuses in every clip: a named voice with tone tags, Play sample to hear it and Browse voices to swap it. Reference Sheet is the canonical multi-pose reference — front, three-quarter and back — used in every generation featuring the persona, with a Scale view and Edit scale so human-to-product proportions stay believable.

Identity holds the fixed facts — persona name, type, archetype, age band, gender presentation, ethnicity, language and accent — each with an Edit pencil. Personality & Communication holds traits and speaking style, and Visual Brief the wardrobe, grooming and setting notes the director reads when it stages them. Edit a fact and the next generation follows it; the portrait and sheet are only redrawn when you ask.

Casting at Create

On the Setup step switch Spokesmodel on under Output Settings. A picker opens with two tabs: My Spokesmodels, the personas in this project, and Fotyra Spokesmodels, a shared roster of ready-made characters you can filter by gender, age range, ethnicity, skin tone, archetype, category, build, language and audience. Pick up to six; the director casts one suitable model per concept, and each film still has one person on camera.

On the film review screen the Cast tile carries Cast a spokesmodel ▾, so a film written without one can still be recast before it renders. Wardrobe and makeup rows on the Direction step style the persona; their identity never changes, only their clothes.

• Create01

  From brief to generate

  Choose a type, write (or reuse) a brief, set canvas, outputs, logo and spokesmodel, pick the one product the piece anchors to, then review concepts or generate straight away.

  4 min readRead

• Films02

  Review your film

  The pre-render review shows every beat, camera move, spoken line, score cue and reference sheet — edit them in place for free, then generate at the quoted per-film price.

  4 min readRead

• Create07

  Wardrobe and makeup

  Eight style families for what people wear and four rungs for how finished the face is — the two dials that tell a viewer who the ad is for before a word is read.

  2 min readRead

• Start here01

  What is Brand DNA?

  Brand DNA is the structured profile of your brand — logos, palette, fonts, voice, audience, positioning and mood — that every creative Fotyra makes reads first.

  3 min readRead