Human-first.
As generative AI rapidly evolves, these standards will ensure we use AI tools responsibly.
Our AI philosophy.
We make videos for humans, by humans, supported by AI tools that help unlock our creative abilities. Talented humans will always be essential to creating the best content, and AI tools and imagery will never replace our skill. With each project, and the AI movement as a whole, we don’t want to do this fast — we want to do it right.
People deserve real.
Brands who rushed into AI creation discovered that audiences prefer authentic, meaningful content. When generative AI makes a video feel cheap and easy, brands lose trust and value. We thoughtfully use AI tools to strengthen our creative process, not replace it — delivering the quality content that brands, audiences and artists deserve. People want real food, real music, and real entertainment. Our videos are no different.
AI tools enable us to evolve our focus from manual, technical execution to the higher human creative abilities: original thought, emotion, art and story. They free up artists to invest more time and imagination into their work.
AI Principles
These guidelines keep us true to our mission to create the best video content for brands.
1
Human-first.
Our processes begin and end with real artists, to develop and benefit from their expertise.
2
Ship no slop.
AI assets are a minority of our final pixels. And if it looks like AI, we don’t want to touch it.
3
Quality over speed.
AI can make us faster, but achieving best results is more important than faster output.
4
Tech transparency.
We coordinate the AI tools and workflows we use (or avoid) with our clients and crews.
Creating with AI tools.
We embrace the latest tech, while safeguarding human authorship and creativity. AI tools should liberate our artists — not just make videos faster or cheaper.
Instead of treating AI as an art-generating machine, we can harness its power to enhance our creativity. A healthy AI partnership may look like this:
Human intention → AI exploration → Human iteration → AI evaluation → Human execution → AI iteration → Human revision → AI amplification → Human finalization
Why it matters.
We recognize the positive potential of AI tools. But if we use them carelessly, we risk eroding audiences trust in what they see and hear, and undermine human creativity itself. Our creative process will flourish when we commit to proactively using these powerful tools in responsible ways.
As a creative service business, we’re selling more than finished videos — clients buy our collaboration, our taste, our imagination, our emotion, our consciouness, our intelligence. Actual intelligence, from decades of hands-on experience with top brands, agencies and Hollywood studios. We mix together many art forms into each project, with our own thinking and skill. Generative AI tools may be more efficient at some tasks, but that doesn’t make them better. Our craft requires deep personal experience to serve our clients and their audiences, so any AI practices that compromise our artists or our end product aren’t worth the efficiency gains.
With every AI tool or workflow, we must ask ourselves: is this a positive solution for the goals of this content, the people making it, and the people watching it?
Let’s do this.
Heck humans are ready to collaborate on your next video project. Let’s make something great.