Create freely. Legally.

Insights

On the creative process in a new AI era. The possibilities, the boundaries and the rules of play, for anyone building a brand.

Ethics & people
New roles on the team when AI moves in
AI does not replace the marketing team, but it changes what the team does. The winners of the next few years are not the ones with the most tools. They are the ones building competence and clear roles before their competitors do.
4 min
Ethics & people
A cast that looks like no one can become someone
"A model, kind of like…" That prompt has been written in every studio at some point. But almost alike is too alike — both legally and creatively. A real cast is built the other way around: from character rather than celebrity.
4 min
Ethics & people
When real people meet AI
AI and real people are not opposites. Back in 2019 David Beckham lent his face to a campaign that spoke nine languages — AI-animated and with his explicit permission. Consent is the route that makes the collaboration possible. And fair.
4 min