I approach AI filmmaking exactly as I do my live-action commercials: directing every shot, making deliberate choices about framing, pacing, tone and emotion. Through human selection — AKA "direction" – AI can be shaped into films with stories and performances that feel as engaging, convincing and emotionally alive as live action itself.

I find the process fascinating. It combines my creative instincts, honed over years of directing commercials, with the meticulous problem-solving of an engineer, figuring out how to make each shot actually happen – a challenge I love.

I’m now directing AI commercials and short films alongside my live-action work. If you’d like to explore what can be achieved with this new kind of filmmaking, I’d love to talk.