The #IAmMajor meme originated from a promotional marketing campaign for the 2017 live-action film Ghost in the Shell. The campaign featured an online generator where fans could overlay the text 'I Am Major' or 'I Am [Identity]' over their own photos to mimic the film's protagonist, Major Motoko Kusanagi. However, the tool was quickly adopted by internet users to criticize the film's casting choices or to create absurd and humorous parodies. It is now used to satirize self-importance or to mock high-budget marketing stunts by placing the stylized text over unexpected characters or situations, making it a staple for commentary on identity and corporate branding.