How we use AI
AI is the tool. The story is yours. Here's exactly what that means.
What's AI-made
Most of what you see in our work is made with AI image, video, voice and music models: people, places, products, camera moves and sound. People decide everything that matters: the story, who's in it, where the camera goes, the edit, and whether it's good enough to post.
On our Work page, every piece is labelled: Client work, Original (our own films), or AI spec (made to show what's possible, not commissioned by the brand shown).
Digital clones: consent first
We build a digital version of a real person only with that person's written consent. The clone is used only for the content agreed with them, and never for anything else.
What we never do
- Pass an AI person off as a real customer, a real review or a real testimonial.
- Make a real person say something they haven't agreed to.
- Make sexualised content of synthetic people.
When a real shoot is better
Some jobs need a camera: a live event, a real customer's testimonial, a factory floor. We'll say so on the first call and plan the AI pieces around it.