We have opinions.
Most agencies hide behind process decks and jargon. We’d rather just tell you what we believe and let you decide if we’re the right fit.
Why AI.
We didn’t adopt AI because it was trendy. We adopted it because it made the work better.
For 20 years we’ve made creative work for brands that don’t accept average. Bentley. Cox. Rolls-Royce. Microsoft. The standard was always the same: it has to be exceptional or it doesn’t ship.
AI didn’t change that standard. It changed how fast we can reach it. The parts that used to eat time — the rendering, the iteration, the production overhead — got faster. The thinking didn’t. The taste didn’t. The strategy didn’t. Those still take exactly as long as they always did.
AI is the instrument. We’re the musician.
Not every project calls for AI. Some work is best done entirely by hand — a brand identity that needs pure human intuition, a campaign concept that starts and ends with a creative director’s instinct. We assess every project individually and scope it based on what it actually needs, not what’s trendy. When AI makes the work better, we use it. When it doesn’t, we don’t.
Everyone has access to the same tools now. That’s the point. The tools aren’t the advantage. Two decades of knowing what good looks like is the advantage. The tools don’t have that. We do.
Why we train on our own work.
Everyone has access to the same AI tools. Midjourney. Runway. ChatGPT. Sora. They’re available to anyone with a credit card. So the tools aren’t the advantage.
The advantage is what you feed them.
Over 20 years we’ve built a library. Thousands of projects. Campaigns, brand systems, 3D renders, motion work, photography, design. All of it produced to a standard our clients demanded and we refused to lower.
We train our AI models on that library. Not on stock photography. Not on scraped internet images. Not on whatever the model happened to learn from. On our work. Work we made. Work we own. Work that represents a specific point of view about what good looks like.
When our AI generates options, it’s drawing from two decades of premium creative output. When someone else’s AI generates options, it’s drawing from the entire internet. The entire internet includes a lot of garbage.
That’s the difference. Same tools. Different taste. Different training. Different output.
How we use AI.
When a project calls for AI, these are the rules we follow. Not every project does — we evaluate each one on its own terms.
We start with strategy.
We map out every detail — the mood, the tone, the palette, the framing, the story. By the time we touch any AI tool, we already know exactly what we’re making. AI doesn’t decide anything. We decide everything. AI just moves faster than a render farm.
We train on our own work.
We built a creative library over 20 years. We train our models on that library. Not stock. Not scraped images. Not other artists’ work. Ours. Work we made. Work we own. Work that represents a specific standard we spent two decades building.
Every piece gets human review.
AI generates. Humans decide. Nothing ships without a creative director reviewing it, refining it, and signing off on it. The AI proposes. We dispose. Always.
We don’t fake what’s real.
We use AI to create, not to deceive. When a client has licensed photography and existing model imagery, we use it to extend what’s possible. No fake testimonials. No fake endorsements. No fabricating trust. The line is simple: AI should expand creative possibilities, not manufacture false ones.
We credit the process.
We tell clients when AI is part of the workflow. We put “Made entirely with AI” at the end of our own commercial. If your process embarrasses you, your process is the problem.
We pay attention to what’s changing.
The ethics of AI aren’t settled. When the right answer changes, we change with it. Principles mean nothing if you won’t update them.
Why we’re transparent.
Some agencies hide that they use AI. They’re afraid clients will think the work is worth less. They’re afraid the industry will judge them. They’re afraid someone will say it’s cheating.
We put it in the commercial.
If your process embarrasses you, your process is the problem. Ours doesn’t embarrass us. When AI is part of the workflow, we say so. When it isn’t, we say that too. Not every project uses AI. Some are fully human-crafted from start to finish. The point isn’t that we always use AI — it’s that we’re always honest about how we work.
We’re also transparent because our clients deserve it. When you hire us, you know exactly how we work. You know whether AI is involved. You know humans direct everything. You know the work is reviewed, refined, and held to the same standard we’ve always held it to. No surprises. No fine print. No finding out six months later.
Transparency builds trust. Secrecy builds lawsuits. We prefer trust.