Advertising AI

Framestore’s Advertising Team is integrating Ai inside real workflows, under real deadlines, for real clients.  We don’t just generate images; we build scalable, controllable generative ecosystems that protect brand equity while unlocking the speed of Ai.

Directed vs. Generative Ai

We’ve seen what Ai can do. So we built what it can’t: Control. Consistency. Scale. 

Directed Ai: Artist-led, production-grade tools where the output is entirely governed by our team.  We use these for high-precision technical tasks like rigging and tracking. 

Generative Ai: Creative world models used for rapid synthesis and exploration. We utilise these to expand what’s possible for our clients.

How is Framestore enhancing advertising workflows?

We eliminate technical bottlenecks to maximise human intent.  Our approach is structured, causal and proven.

• Structured Control: We use proprietary production data that contains the blueprint of why an image works to ensure consistent, repeatable results.
• Automated Rigging: Directed Ai accelerates animation, allowing for faster creative iteration without losing the nuance of a performance.
• Neural Rendering: We transform high-cost VFX, such as digital doubles, into streamlined, artist-controlled processes.
• Temporal Consistency: Our systems ensure flicker-free, precise tracking across formats at scale.

How do you ensure IP security and Ethical Ai?

Our innovation is never accidental; it is guided by a rigorous governance framework.

• The Ai Approval Board: Every model undergoes strict legal and ethical assessment before entering production.
• Responsibly Trained Data: Our tools are trained on "clean" proprietary data or custom synthetic sets, protecting decades of brand equity.
• Transparency: We provide full visibility into our process. No hype, no noise—just commercially viable outcomes.

Does Ai replace the artist?

No. High-end content must convey narrative nuance and emotion—things an algorithm cannot invent. We believe in a collaboration between directors, performers, and technologists to ensure the story resonates while Ai handles the heavy lifting of repetitive tasks.

Find out more about our use of Ai in Film & Episodic Ai, Immersive Ai, and our Technology Ai.