Creative development
AI-assisted concepts, treatments and visual direction for films, events, campaigns and games
Creative development
Your idea, developed from the first treatment to the finished world. As a production studio, SEED develops campaign concepts, scripts, storyboards and visual direction with brands and agencies. We plan how an idea can be filmed, photographed, heard or played, so the creative and the production approach develop together.
How we work
We turn a brief, a product or a piece of technology into a story we can make. We use AI early, to test look, light and character before production.
What we can deliver
- Creative strategy and campaign concepts
- Treatments, scripts and storyboards
- AI-assisted look development and visual studies
- Character, creature and environment art direction
- Concepts for live events and screens
- Game concepts and interactive story design
Clients
Our work
Selected projects in creative development
More work
What does creative development include?
Concepts, story structure, treatments, scripts, storyboards, art direction studies and format planning. Depending on the brief, that could mean turning a technical product into a visual story, as for FibreTrace, developing four worlds for the N-Dubz tour film, or art-directing generated birds to sit with Stella McCartney’s campaign photography.
Can you develop the creative and then produce it?
Yes. When we develop the creative and produce it, the ideas are planned around how they will be shot, generated or built. The N-Dubz tour launch for United Talent Agency went from the world concepts to a one-day studio shoot, the generated sequences and the final cutdowns.
How do you use AI in creative development?
We use generative tools early to explore look, lighting, characters, creatures and environments, so the client sees the direction before production. On Stella McCartney’s Save What You Love campaign, art-directing the generated birds was the core of the work. The Standard Chartered gala animation was developed with generative tools.
Can you develop ideas for gaming as well as film?
Yes. We develop concepts that work as play. For e.l.f. Cosmetics, we turned a brand-purpose story about financial education into e.l.f. Fortune Island on Roblox, with character-led chapters and mini-games.
What should we bring to the first conversation?
The business or campaign problem, your audience, brand guidelines and the product truths that matter, and where the work will run. A budget range and a launch date help us suggest a realistic route. From there we can propose the story, the visual approach and how to produce it.