Film & Episodic Ai

The best results come from a combination of smart tech with human creativity. By pairing our own proprietary models with Ai, Framestore’s Film & Episodic teams are reframing what’s possible for the next generation of storytellers.

The Ai conversation moves fast, so we keep things simple by making a clear distinction between two core technologies:

Directed Ai: These are artist-led tools used for technical tasks like rigging and tracking. Our artists stay in total control, using these models to handle heavy lifting with precision.

Generative Ai: We use GenAi models for rapid ideation and creative synthesis. These tools respond to user prompts, helping our teams explore new visual directions at speed.

How is Framestore using AI in Film & Episodic productions?

We integrate Ai into the VFX pipeline to automate repetitive tasks and expand creative freedom. Key applications include:

• Character Rigging: We use artist-controlled Directed Ai to accelerate skeletal deformation and animation.
• Performance & Rendering: Our proprietary Ai models streamline complex facial performances and high-cost rendering.
• Rotoscoping: We use consistent temporal segmentation to ensure precise object tracking across every frame.

How does Ai integration improve control in the VFX pipeline? 

We don’t believe in a one-size-fits-all approach. Framestore uses a hybrid pipeline that combines Directed Ai, GenAi, and traditional VFX techniques. This allows our artists to benefit from the efficiency of in-house automation while relying on their own craft for the finer details that bring a story to life.

How is IP security managed when using Ai in film production? 

IP security is at the heart of our Ai Governance Framework. Every model is strictly vetted by our internal Ai Approval Board to ensure we use responsibly trained datasets. By utilising synthetic data and maintaining a transparent audit trail, we eliminate copyright risks for our global collaborators and IP holders.

Find out more about our use of Ai in Advertising AI, Immersive Ai, and our Technology Ai.