AI and visual effects
AI-powered environments, creature art direction and compositing for commercials, campaign photography and events
AI and visual effects
We art-direct environments, creatures and visual effects to fit the world of your campaign. SEED is a production studio working with brands, agencies and photographers, from visual development to compositing and finishing. We can produce the shoot or work with footage and photography you supply.
How we work
Generative tools sit inside a familiar art direction and post-production process. The environments, creatures and motion they make belong with your filmed or photographed plates.
What we can deliver
- Environment replacement and set extension
- Creature and character art direction
- Compositing into live-action plates and stills
- Motion developed from existing photography
- Content for holographic and event displays
- Editing, colour and finishing
Clients
Our work
Selected projects in ai and visual effects
More work
What are AI visual effects?
Environments, creatures or motion made with generative image and video tools, then art-directed and composited into a film or photograph. Instead of building every background as a 3D model, elements are generated and joined with live-action footage or stills, as with the car-vault environments for Cazoo and the birds in Stella McCartney’s SS25 campaign.
Can you add effects to footage or photography we already have?
Yes. Supply the photography or plates and we handle the art direction, generation and compositing. For Stella McCartney’s Save What You Love campaign, Ethan James Green’s photography was supplied to the production and SEED composited art-directed birds with it. For The Hoxton, Dublin, supplied hotel photography became moving video for Meta.
How do AI visual effects work alongside traditional VFX and compositing?
Generative tools create raw elements such as backgrounds or creature studies; compositing, colour and art direction make them sit in the shot. On Cazoo and N-Dubz, the studio shoots gave clean plates of the performers, and compositing joined those performances with the generated environments so light, perspective and edges match.
What affects the cost of VFX for a commercial?
The number of shots, the resolution and display format, whether we also produce the shoot, and how much art direction and compositing each shot needs. Content for two holographic mesh displays needs different preparation from motion made out of stills. We scope every job from the brief and the shot list.
How do we review and approve shots?
At the stages we agree with your team at the start, along with the production approach and source material. Version names and notes are recorded, so everyone knows which cut they are looking at and what changed.
Who works on the visual effects?
Our CTO, Johannes Saam, holds an Academy Scientific and Technical Award for deep compositing and an Emmy for Free Solo 360. His visual effects credits include Mad Max: Fury Road, The Wolf of Wall Street, Prometheus and Mission: Impossible, and he builds the production technology behind our AI work. Jonathan Kuijs, our Head of Post Production, brings traditional post-production craft and AI workflows together.