Generated.
Directed.

An AI film is produced using generative video models for some or all of its shots, directed to a conventional script, storyboard and edit. The models replace the camera and, sometimes, the location and the unit. They do not replace direction, casting judgement, pacing or sound.

In practice most of our AI work is hybrid: live-action where a real person or product has to be seen, generative for everything that would otherwise need a set, a crane or a country.

Use it when the shot is expensive or impossible: impossible camera moves, period or fantasy settings, aerials, seasons you cannot wait for, and environments that would need a permit and a plane.

Use it when you need volume: the same idea in fifteen variants for testing, or a month of social cutdowns from one concept. Use it to prototype: generate the key frames before committing to a shoot day.

Do not use it when a specific real person, a real location or a substantiated product claim must be on screen.

It looks cheap when nobody directs it. The failure mode is generating clips and stitching them: inconsistent light, drifting faces, no edit rhythm.

We treat generation as a camera: locked art direction, a shot list, continuity rules for character and product, then a real edit, grade and sound design over the top. The grade and the sound are what make it read as a film.

Character and product consistency comes from reference discipline: locked reference frames, a defined look, seed and prompt control, and a rule that the product itself is composited from real assets rather than generated whenever it carries a claim or a pack design.

For brands we already package or shoot, we have the real artwork and photography to composite against, which is a large part of why our AI work holds up.

With discipline, yes. We keep three rules: never depict a real, identifiable person without consent; never let a generated frame carry a product claim that has not been substantiated; and disclose synthetic content where the platform, the category or the regulator requires it.

Within those limits it is simply a faster, cheaper camera. We will flag in writing where a shot needs a release, a substantiation document or a disclosure.

Materially less than the equivalent live action, but not free: the cost moves from crew and location to direction, art direction, generation time and post.

A social-first AI film usually lands well below a comparable shoot; a hero brand film with hybrid live action sits between the two. Tell us the requirement. We come back with the idea and quote both routes side by side, so you can see the trade.