Where AI fits in our workflow (and where it doesn't)

Every piece of content we deliver is produced by us - shot, directed, edited and graded by hand. That doesn't change. What has changed is that a small set of AI tools now sit alongside everything else in the kit, used the same way we'd use any other tool: to solve a specific, practical problem.

In practice that means things like smoothing a transition between two shots that wouldn't otherwise cut cleanly, or generatively filling the edges of a frame when we're reworking a piece into a new aspect ratio and the original footage doesn't stretch that far. Small, technical, mostly invisible fixes - not shortcuts around doing the work.

It's never the centre of a piece, and it's never a replacement for a real shoot, a real edit or a real story. It's there to enhance something we've already made, only when we judge it's actually needed - nothing more.