Comparison / 3 min read
Choose AI, live action or a hybrid by the risk you need to carry
A comparison guide for choosing the production method after the communication problem is defined.
Open the guide ↗Reading path 02 / Production operations
Plan for the work after generation.
For producers and small teams deciding what to make, how to resource it and what another team needs at handoff. An approved asset is the unit of delivery; a pile of candidate files is not.
Guide / 3 min read
Small-team AI pilot scope: make a decision, not a demo reel
A bounded pilot format for learning whether a specific AI-assisted workflow deserves a larger production commitment.
Open the guide ↗Guide / 3 min read
Budget for approved assets, not generated options
A cost-planning method that starts with the final approved deliverables and makes review, revision and release work visible.
Open the guide ↗Guide / 3 min read
Localization review chain: review the thing people will actually see
A practical approval sequence for translated copy, dubbed audio, on-screen layout and local delivery—not merely a master script.
Open the guide ↗Guide / 3 min read
Asset provenance handoff: make a receipt, not a mythology
A per-asset handoff record that preserves what is known about a file without claiming that metadata certifies truth, permission or rights.
Open the guide ↗See the decisions in the work.
All case files ↗
Campaign reference / 2016
Morgan: Watson found the moments; an editor made the trailer
The 2016 Morgan trailer used machine analysis to shortlist footage, then a human filmmaker assembled the promotional edit. It is an early case of AI helping a marketing team choose from existing material.
Campaign reference / 2023
Moncler x adidas Originals The Art of Explorers: use AI to start a material conversation
Moncler and adidas Originals used AI-generated explorer figures to open The Art of Explorers campaign, then extended the idea through commissioned physical sculptures, fashion styling and an immersive digital platform.
Campaign reference / 2025
Moodlings: build a fictional brand in 24 hours, then show the whole workflow
At SXSW London, Jellyfish used a connected AI workflow to create Moodlings, a fictional mood-boosting gummy brand, from brief and strategy through packaging, OOH and a 30-second film in one day.