Prominent filmmaking content creators Matti Haapoja and Sam "Kold" Kolder have posted videos demonstrating Higgsfield's AI platform and its Seedance 2.5 functionality, featuring the platform's feature-length film "Cully Hill Boys" starring AI-generated duplicates of YouTubers. Neither video was labeled as advertising, and both creators declined to comment on whether these were paid partnerships.
The backlash intensified when other creators shared screenshots of partnership offers from PR firms working on Higgsfield's behalf, leading fans to conclude that Higgsfield was using creators to boost its profile. Marques Brownlee criticized Haapoja on Threads for comparing generative AI to the Canon EOS 5D Mark II, arguing the analogy was inappropriate.
After publication, Higgsfield PR manager Nuray Omarkhan confirmed that creators "were compensated through a negotiated combination of monetary payment and Higgsfield credits." Both Haapoja and Kolder had framed Higgsfield and Seedance 2.5 as innovative tools with potential to revolutionize the entertainment industry.