One signal

Framestore used AI tools in the production of Sky’s Christmas campaign, including for previs, environment development and removing characters to make costumes appear to animate themselves. The example shows AI being fitted into a traditional VFX pipeline, rather than replacing the people steering the work.

The studio says its team combined AI with compositing and bespoke CG animation, while preserving the timing and movement of live-action performances. Framestore creative director and VFX supervisor Kamen Markov told Animation World Network that the approach opened up new ways to solve complex shots without compromising creative control. It is a useful, specific glimpse of where AI is finding a place in commercial production: as another tool in the artists’ kit, not a magic wand with a call sheet.

Discuss: What should count as the meaningful test of AI in VFX: faster production, creative control, or the final work?

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