AI Production

AI storyboards, previs and hybrid AI-live workflows — see more directions, sooner, before the budget is committed.

Creative team reviewing a wall grid of concept frames exploring different directions

What this covers

AI is most valuable in this studio before the expensive work starts. It lets a team look at eight directions instead of two, in days rather than weeks, while the cost of changing your mind is still near zero. By the time we're modelling, lighting and grading, the decisions have already been stress-tested.

We treat it as part of the pipeline, not a replacement for it — which is why this sits alongside CG & VFX and Motion rather than competing with them.

What you get

Four ways generative tools earn their place on a real production.

AI storyboardsVisual boards generated fast, so a direction can be seen and judged instead of described.

PrevisualisationRough sequences that test pacing, framing and structure before production commits.

AI filmsFully generated pieces where the job genuinely suits them: concept work, mood films, internal pitches.

Hybrid workflowsAI-assisted steps inside a conventional pipeline, from ideation through cleanup.

Where AI earns its place

Pipeline diagram: AI-assisted exploration stages feeding into human craft stages

Fast and broad at the front. Exact and deliberate at the back.

The useful question isn't whether to use AI, it's which end of the pipeline to use it at. At the front — exploration, mood, framing options, rough previs — being fast matters far more than being exact, and generating forty options costs less than art-directing three.

At the back — final frames, product accuracy, continuity across a sequence — being exact is the entire job, and that's where our artists work conventionally.

Where we draw the line

We'll be direct about this, because a lot of studios aren't. Generative tools are excellent at volume, iteration and exploration. They remain unreliable at intent, continuity and taste — which are the things a brand is actually paying for.

The failure modes are specific and they put campaigns at risk: a character whose face shifts subtly between shots, a product whose proportions drift from the real thing, a hand that doesn't survive a freeze-frame, a logo that renders almost-but-not-quite right. Any of those reaching air is worse than a slower schedule.

So AI does the parts where speed matters more than precision, and our artists do the parts where precision is the point. If a brief is better served without AI anywhere in it, we'll tell you that.

Rights, likeness and disclosure

Generative video raises questions most marketing teams haven't had to answer before, and they're easier to settle at the brief stage than after a campaign is live.

The ones worth asking early: who owns the output under the tool's terms, what the model was trained on, whether any generated person could be mistaken for a real one, and whether your market expects AI-assisted content to be disclosed. We'll raise these whether or not you do.

How it runs

Creative director presenting four campaign direction options to the team

The output of an exploration sprint is a decision, not a deliverable.

Usually a short exploration sprint first: a set of generated directions against your brief, delivered as boards or a rough previs, with our recommendation and the reasoning behind it.

Once a direction is chosen it feeds straight into the conventional pipeline — the AI work becomes the reference, not the master. You end up with the same finished quality as any other project, arrived at with fewer weeks spent on directions that were never going to work.