We’ve spent years living in two worlds.
One where we bring ideas to life through animation. Crafted. Stylised. Fully controlled.
And another where live-action means cameras, locations, logistics. A whole lot of real-world constraints.
But AI video is blurring that line.
Tools like Google’s Veo 3 are making it possible to direct photoreal scenes from the same desk we’d normally animate from. No shoot. No kit. Just a keyboard and a well-formed idea.
It’s tempting to see this as a shortcut. But it isn’t. It’s a shift in where the real work lies. Because if anything, creative clarity is now more important than ever. A weak idea, even with cinematic AI visuals, still lands flat. The same rules apply. Strategy, storytelling, and execution are what set great content apart. Check out our blog on the science of engagement for more on this.
For brands and creators, that opens up something exciting. A way to test bolder ideas faster. Shape new visual identities. Rethink what’s possible. And that’s where the real opportunity begins.
And of course, there's the explosion of AI avatars that are set to change the way brands communicate.
Google’s latest generative video model, Veo 3, allows you to create short, cinematic video clips from a simple prompt. Including sound, speech, camera movement, and realistic visual detail. For the first time, creators can produce high-quality video with convincing audio and dialogue from a single input.
It can generate up to 1080p HD resolution. It responds to natural language prompts with surprising accuracy and can even animate from a still image. That means you can go from script or storyboard to screen-ready video with nothing but a laptop and an internet connection.
In essence, Veo 3 is bringing the control and imagination of animation into the realism of live-action.
It’s one of the most exciting generative video tools we’ve seen yet — and a clear sign of where AI video production is heading.
Some of the Veo 3 videos already doing the rounds are jaw-dropping:
Each one of these is short. (Currently capped at around 8 seconds per clip.) But the visual fidelity, voice sync, and creative flexibility on display is already raising eyebrows across the industry.
There’s a lot of talk about democratisation. That anyone can now make a film. And technically, that’s true.
But making a film that works? That resonates. Aligns with your brand. Delivers with polish and purpose?
That still requires the same layers of craft it always did.
Discovery. Strategy. Concepting. Scriptwriting. Creative direction. Art direction. Sound design. And very effective brand storytelling.
Generative tools can produce visuals fast. But they don’t replace the thinking behind them. They’re amplifiers, not authors. The science of engagement
For us, the opportunity is clear. To help brands explore ideas faster. Unlock new visual territory. Bring to life things that would otherwise sit on the cutting room floor. But always with direction. Always with intent.
We use AI to extend what’s possible. Not to replace the process. To supercharge it — beyond what’s traditionally possible with animated video production.
We’re always thinking about the best visual for a particular line of script. What’s going to really make it land? How can we use imagery to amplify the message?
Until now, we’ve had two main tools to work with. Animation. And live-action film. Each with its own strengths and constraints.
But now there’s a third. And that’s monumental.
AI video opens up creative territory that used to be out of reach. There are ideas we would’ve parked in the past because the cost of filming them made them unfeasible. Today, we can lean in. Explore more. Visualise what was once only possible on paper.
It’s not about replacing one medium with another. It’s about adding a new one. A new lever to pull when shaping a story. And that’s exciting — for us, and for our clients.
As a kid, I wanted to be a film director. I’d scribble storyboards. Dream up scenes. Wonder what it would take to bring them to life.
Veo 3, in many ways, brings that dream closer. It’s not filmmaking as we knew it. But it’s something new. Something raw. Something alive.
Still, it won’t write your story. It won’t frame your message. It won’t spot the moments that matter.
That’s the creative edge. The part that still makes the difference.
This is already impressive tech. But here’s what we’re hoping for next:
And of course, better integration between animation and live-action workflows. Because that’s where things get really exciting.
Like all cutting-edge tech, Veo 3 has limits:
For professional output, it’s not plug-and-play. You’ll still want to shape, refine, and probably composite the results.
With great power comes... the potential for a lot of AI-generated nonsense.
Deepfakes. Fake news clips. Spammy social content. It's all possible, and it’s already happening.
We believe this is a tool best used transparently, and with intention. Not to trick or mislead. But to unlock new creative directions. To tell better stories. And to bring visions to life that might never otherwise leave the page.
The responsibility is real. But so is the potential.
The reaction so far has been a mix of awe and anxiety. Some creators have called Veo 3 the most impressive generative leap since GPT. Others are more cautious.
There’s excitement about prototyping, testing ideas, and breaking production bottlenecks. But also concern around creative dilution, low-effort content, and the risk of mistaking speed for strategy.
For us, that just reinforces the need for strong creative direction. Fast content isn’t the goal. Resonant content is.
This is the start of something seismic. AI video won’t replace creative teams. But it will reshape how we work. The ability to explore bigger ideas, faster, and with fewer constraints will unlock creative territory most brands have never dared to enter.
For us, it means blending our animation know-how with these new tools. Knowing when to use each. And keeping our eye, always, on the heart of the story.
Because even with AI, great content still begins the same way it always has. With a clear idea. And the courage to follow it.
