Glossary
Words that come up when you commission an AI production, explained the way we use them on a job.
A still image is the starting frame, and the model animates from there. We use it whenever a look has been approved as a picture first, because the finished film then keeps the framing, the light and the colours of that approved image.
A written description produces a clip without any image in front of it. This is the fastest route and the least predictable one, which is why we mostly use it to explore directions early rather than to deliver a final scene.
Fixed frames are set at the beginning and end of a shot, and the model generates the movement between them. Anchoring is what makes a cut land where the edit needs it instead of wherever the generation happens to end.
The same face, body and costume across every shot. Models drift between generations, so a character has to be pinned down with reference material before the shoot list is generated, otherwise your brand figure quietly changes its face halfway through the film.
A small additional training layer teaches a model one specific thing: a product, a face, a visual style. It is the route we take when something has to look exactly like the original rather than approximately like it.
Filmed footage and generated images in the same film. The product, a face or a location is really shot, while environments and scenes around it are generated. It is the usual answer when something has to look exactly as it does on the shelf and the world around it can be invented. How we work with it
A commercial whose images were produced by generative models instead of a camera. The story, the edit and the sound follow the same rules as any other commercial; only the way the frames come into existence is different. Whether that is the right route for a job is a separate question. AI or a live-action shoot?
Everything that happens after the footage exists: editing, colour grading, sound, visual effects, and the export versions each channel needs. A generated film goes through the same stages, which is why the schedule never ends with the last frame.
An agency develops the idea and runs the campaign. A production company makes the film. Booking a production company directly removes a layer from the process, which shortens decisions and shows up in the budget. It also means the idea has to come from somewhere, usually from you or from us.