I’m a strong believer that AI isn’t here to replace production — it’s giving us a new way to test ambitious ideas with smaller budgets and shorter timelines.

Before committing to a full-scale shoot, brands can explore a concept, see how it translates visually, and learn whether it’s worth taking further.

But the technology is only part of it.

The idea, creative direction, taste and decisions behind the work still come from people. AI can change how we produce — it doesn’t replace the human thinking that makes the work worth watching.

A recent cinematic experiment from Refined ↓