“The more creatives work with _ai, the more they will tailor their scripts with _ai capabilities in mind. And then we will reach the goal of not thinking about the technology that helped us make a film, but that it created an emotional response, it made us laugh, it made us cry” [Maike]

Can’t we just do that _ai project ourselves?

Well yes, it turns out you can, kind of.  But like anything, it’s only when you spend hours, days, months practicing, failing and then practicing some more, that you become an expert at it.

In our mind, finding an _ai director to help develop your creative idea and bring it to life is no different to finding a live action director – you are choosing a specific creative talent with a high level of excellence who will add to the project. They will take the time that you don’t have, to finesse it over and over again until it is just right, supervising it creatively for you from start to finish.

And to deliver the very best creative that outstrips your typical user-generated ‘slop’ on TikTok you need to take the time required to craft it as with any quality production. So whilst some projects may be generative _ai alone, many projects will require some filming – traditional or virtual production (VP) – to give total control over aspects of performance and product shots, which will always need that extra level of perfection. Hybrid _ai production offers this solution – the right tools to deliver the best results and cost effective solutions.

Tantrum _ai productions are run like any other creative production – the difference being that the possibilities are LITERALLY endless!

THIS IS WHY we set up Tantrum _ai

Exciting times… maybe it’s time to dust off those scripts you thought you couldn’t afford?

Tantrum _ai works across all advertising including commercials, branded content and stills.

Ideation & Exploration

We work with your creative team or marketing department to understand the brief and help explore different routes and to visualise quickly what final outcomes might look like in the form of style frames/boards/test footage. This initial creative exploration is fluid and open to all possibilities prior to formalising a route forward and budget. It might only need a few days of our time or several weeks depending on your requirement. We are a creative consultation and R&D tool but to be used as little or as much as you require but always with a final project in mind.

_ai production vs hybrid_ai

Following initial contact (or Ideation & Exploration), we will supply advice on whether filming is required, what shots will need specific post-production to deliver them to brief (clean up, vfx, colour and so on) and how voice, sound design and soundtrack might be used to elevate the visuals. In addition, we will offer a ballpark budget based upon a preferred creative and practical route. We can deliver solely generative _ai, or hybrid _ai productions using traditional filming, VP and generative_ai outputs. The workflow will depend entirely upon the requirement of the specific project.

Post Production, Music & Sound Design

Tantrum bring _ai production to our traditional film production expertise. We are full time Producers with nearly 80 years combined advertising experience across production, agency and long form. So we bring a strong understanding of the whole post-production process to our _ai offering. From offline edit, colour grade, visual effects, animation, music sourcing, composition, licensing through to voice over and sound design. You can feel confident that we will deliver beautifully crafted, high-end movie quality results to your _ai/hybrid _ai projects whether you are an advertising agency or brand. We have trusted and proven partners that will bring expertise at the highest level, regardless of budget.

Project Supervision

Once the creative and budget are approved the job can commence with the considered _ai Director.  A Project Supervisor (think Producer meets Account Handler) is involved from day one and works closely with the Director and the Creatives, Producer and/or Brand Marketing team to make sure the process runs smoothly. They are responsible for keeping to budget and schedule and overseeing filming & post/music/sound. They are supported by a Production Manager, Post Production Supervisor, _ai Consultant and any other crew required for traditional or VP filming. We keep it simple for you, even when it’s complex for us.

Copyright/IP Ownership

‘There is a recognition in copyright law that creativity can build on other works as long as it adds something new’ – Shubha Ghosh, Professor of Law, University of Syracuse

_ai Production is just like a traditional production. It requires common sense, good practice and advice from the right people. This is the same whether you plan to carry out a dangerous underwater stunt, or whether you plan to feature words or visuals that could get you into deep water in another sense.

Tantrum have worked successfully in production for 20 years with Agencies and Brands building solid long-term relationships because we always think ahead about our clients needs and make sure they take the right steps to protect themselves where necessary.

With that in mind, we have put together some further guidance to help you on your _ai journey. It also makes clear what we will provide to give you peace of mind.

Please contact us if you would like a copy.