Yes. Campaign key visuals, product and packshot work, lifestyle imagery, lookbooks and full e-commerce sets are produced in the same pipeline as our video work. We also run our own studio, so plates and packshots that a full AI production calls for get shot in-house.

Sameness comes from letting the tool lead. Generative models left alone produce by probability, a statistical average of what already exists. Point of view is the answer: a consistent visual logic, a clear sense of what belongs, and the willingness to refuse anything obvious. AI is the given. Judgment is the variable.

Yes. Lighting, perspective, texture, reflection and composition are controlled with the rigour of a traditional shoot, and every output answers to professional marketing standards. The work delivers at the resolution campaign use demands, across broadcast, print and out of home.

Authenticity comes from direction. The same eyes that have shot campaigns for a decade choose the light, the lens, the cast and the moment, frame by frame.

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Yes. Lifestyle work depends on emotional truth, and emotional truth comes from direction. Steered with cultural perspective, considered casting and a clear point of view, a full AI production carries a lifestyle campaign and earns the same response as a shoot.

Both, and they answer different briefs. Generated people fit where the role represents a type: a family in a kitchen, a crowd at a concert, commuters in a city, characters in a stylised world. The brief calls for human presence there, and recognition stays beside the point.

Real talent fits where a specific person carries the campaign, through recognition, performance, or association with the brand. Likeness is licensed properly, and that licence extends to AI-assisted use of their performance: lip-sync localisation, additional coverage generated from existing footage, scene extensions. Consent, scope and compensation are agreed before that work starts. Where a brief needs a camera for part of it, that becomes a hybrid production.

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Yes, and it takes the largest share of the time. Packaging, labels and product geometry get locked in pre-production from your packshots or CAD files, then verified again in post. Where a product will fight the process, we flag it at the feasibility stage.

Yes, and it is the strongest single argument for producing fully in AI. Once the visual system is approved, one production becomes the foundation for regional backdrops, localised dialogue with lip sync, market-specific edits, and every channel format across social, TV, e-commerce, print and OOH.

Global consistency and local relevance come out of the same creative backbone.

All production carries a carbon footprint, and AI usually carries a smaller one: fewer flights, smaller crews, lighter physical build. In the right project it directly replaces the highest-carbon parts of a shoot, like long-haul travel to multiple locations or large sets built once and dismantled.

The honest answer depends on the project, which is why we work with AdGreen to bring AI into the Carbon Footprint Calculator. Carbon data arrives alongside the final assets, as part of the deliverable.

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The licensing framework matches any production: usage is agreed per project across media, markets, duration and scope. Fully generated talent carries no portrait rights and no buy-outs, which keeps usage costs low. Where a real person's likeness appears, licence agreements travel with the work and the cost reflects that.

Usage sits inside the quoted total and the licence terms are laid out in the proposal.

Our workflows are designed for commercial safety across markets, with clear ownership of inputs and outputs and alignment with the regulatory frameworks that apply per region, starting with the EU AI Act.

Put us on the call. Most questions come down to training data, likeness rights, ownership and disclosure, and we have documented answers for all four.

The ones that serve the brief. Model choice shifts every few months, which is exactly why the process stays built around art direction. Human direction comes first, and the tools follow. Every project has an AI creator involved from our roster or externally.

On training data: We do not prompt with direct references to other creatives' work. References inspire, the way they always have, but we never feed another artist's images to AI as something to copy. Every project carries a creative signature: our own art direction, or the vision of the artist we are working with. We actively seek out AI artists who have a visual perspective of their own, not the ones who are skilled at imitating an existing style. That choice does real work to sidestep one of the core ethical problems with generative tools.On the people who appear in the work: When we generate human faces, we run them through similarity checks (tools like FaceCheck.ID, PimEyes, and platform-level safeguards) before anything reaches a client, to flag any drift toward a real person's likeness. That said, we cannot guarantee a generated face is 100% unique, which is why our actual preference is to work with real models under proper consent agreements that explicitly cover AI-generated extensions of their likeness: additional coverage, lip-sync localisation, scene extensions. The generated layer sits on top of a consented performance, not in place of one.On bias: Cultural bias in AI output is not a model problem we hand off to better software; it is a creative decision made at the art direction stage, every time. It is addressed in how we brief, how we prompt, which references we choose, and (just as importantly) what we actively reject. Experienced creatives carry that responsibility into the work. The model does not.On the people working in the creative industry, whose roles are changing: We will not pretend the disruption is not real. What we can say is that the AI artists we work with came almost entirely from traditional production: retouching, photography, motion graphics, CGI. The roles are changing shape, not disappearing. The craft transfers; the workflow adapts. That is the more honest picture than either "AI takes the jobs" or "nothing has changed.AI without ethics is a shortcut. Modern Production is not.

As a production partner. Brand-side, we work alongside your agency of record the way any production house does.