Video + AI
We use AI. We never use it to fake your business.
AI is now part of how video gets made. It helps us work faster and get more out of every shoot. It doesn't replace filming real people and places properly, and it doesn't replace a person making the decisions.
The short version
Four things we stick to.
- 01We film real people in real places. That is the job.
- 02We use AI for the routine work around the edit, and a person checks the work before you see it.
- 03We never invent customers, testimonials or quotes in your film, and we never clone a voice or recreate a face without written consent.
- 04If we ever want to use generative AI in your film, we tell you first and you decide.
Where AI helps
The slow jobs, done faster.
A person reviews every edit, mix and English caption before it leaves us.
Transcripts
Turning speech into text, so we can build a first cut from what people said and write accurate captions.
Cleaner sound
Reducing background noise, hum and echo.
Reframing
Following a subject so one shot works in landscape, square and vertical.
Finding the moment
Searching hours of footage for the right line or the right reaction.
Colour matching
Making two or three cameras look like they belong together.
Other languages
Drafting translated captions. We recommend a fluent speaker on your side checks them before they go out.
Where we don't
Lines we don't cross.
- We do not make up customers, testimonials, reviews or quotes. Ever.
- We do not clone a voice, recreate a face or build a digital double of anyone without their written, specific consent, and we do not make videos that put words in a real person's mouth.
- We do not use AI to change how a property, product or result looks in a way that would change what a viewer expects to get.
- We do not use AI to replace the filming. Your film is made from footage we shoot of your business.
If we want to use generative AI in your film
Sometimes a very small piece of generated picture or sound can fix a problem, such as a shot that is a second too short. If that would be more than a routine tidy, we explain what we want to do and why, and get your agreement first. If you would rather we use none, we work that way.
Instagram, Facebook, YouTube and TikTok ask for a label on realistic AI-generated video. We tell you what the platform you post to expects, and add the label where it is needed.
Your footage and your people
Some editing features run on the software maker's servers. Where we use one on your material, we say so. When we film for a client, the client decides how the film is used, and we help them tell the people on camera and record their agreement. We use licensed music, and we tell you before the edit if your plans (TV, cinema or paid ads outside social platforms) need a different licence.
Why not just use a phone?
You can. Here's where we earn our fee.
Phones are very good now, and editing apps have AI built in. For some things that is the right call. Where a professional still makes the difference is the part software can't do for you.
Your real business, filmed well
AI can't film your premises, your team or your customers. Someone has to turn up, light it and frame it.
Sound people can hear
Microphones in the right place beat any clean-up tool after the event.
A natural interview
Getting a relaxed answer from someone who would rather be anywhere else is a skill, not a setting.
One shoot, many pieces
Planning a day so it gives you a website film, social clips and stills, all in the right shapes.
Rights in order
Licensed music, people who have agreed to be filmed, and labels where platforms ask for them.
Live, first time
Multi-camera live streams and events, where there is no second take.
Already filmed something yourselves? We can edit and finish it for you.
The numbers
63%
of video marketers have used AI tools to help make or edit video, up from 51% a year earlier.
85%
of UK adults say platforms should tell them when content is made with AI.
Want to know how we would approach AI on your project, or want us to use none at all? Say so when you book. Pictures marked “AI illustration” on this website were made with AI, and we label every one. Every video we show is real work.
Tell us what you need.
Pick a package and a date. No payment to send a booking request, and we reply within 2 working days.