GenAI video has been causing quite a stir recently: whether it’s backlash over the tide of AI slop, something being decried as an AI fake (whether it is or not), or an agentic AI business formula that’s made ‘millions’ overnight. Oh, and the ‘ultimate’ prompt-writing masterclass? You’ll have seen all the ads…
But look a bit harder and there’s some really interesting work out there:
One thing is undeniable: AI is going to affect digital industries – the debate around the extent and exact timeline gets far more complicated.
With all that in mind, we wanted to use our yearly Xmas video as a test bed of GenAI, to see what it could do and, importantly, what it couldn’t. And we thought we’d bring you along for the ride…
It all started in August (don’t judge). We had just ironed out our company-wide AI training roadmap and we were updating our AI usage policy. As a creative agency, it felt like we were taking real leaps forward. But it also gave our creative studio a lot to think about. We each mulled over our own questions around authenticity and the future of creative production (the part of our job many of us love most of all).
So we got our heads together and talked about how we should be doing things. What we arrived on was that creative thinking, sketching, scribbling, chatting, tinkering, and FUN should all be ring fenced and given the time they deserve. That’s why we decided to collaborate on a brief so ambitious and outlandish it simply had to work.
It should no longer come as a surprise that typing a basic prompt into AI engines only leads to AI slop.
So, before we even touched a computer, we came up with a basic concept – the ultimate tongue-in-cheek pastiche of Christmas perfume ads – and then had a mass brain-storming session where we asked the whole company for their craziest ideas. And boy did they deliver!
In a short space of time, we had suggestions ranging from a simple Xmas magic box to rivers of gravy, something about a unicorn that didn’t quite make the final edit, and the perfect name – ‘Sléj’ (pronounced as ‘slay’, obviously).
Our copywriters pulled the ideas together into a script, using a knowledge of Christmas-related puns that took a lifetime (or previous life editing rather niche magazines) to develop.
This isn’t the place to be overly reliant on AI. Allowing people free reign to throw stuff at the page works well. Importantly, don’t shut down ideas too early. The most unlikely suggestions can get workshopped into something surprising and brilliant.
This could turn into a whole blog by itself. More than any other, this stage will determine the look of your film so the more references you can include the better.
It’s crucial to find references that you have rights to both use and pass to a third party – in this case, an AI model.
For this reason, we used Generative AI to generate our reference images, feeding the output images back into the AI multiple times and asking for tweaks and refinements.
This produced a combination of a storyboard and multiple accompanying style frames (high-quality images that give a good overall feel for what the video will look like once animated).
You’re aiming to find references for each part of the shot you want to generate, for example the setting, tone, pose, character and composition etc. You want the AI to have as much information as possible and limit how much it figures out by itself.
We quickly learnt that there isn’t one AI model to rule them all, with different options performing better for different tasks. We’d highly recommend experimentation here to find which works best for your requirements.
Using detailed prompts and the bank of reference images we had gathered for each shot, we generated our footage. Prompts were written in a similar way to how we’d add
notes on a storyboard, i.e. ‘camera push in’, ‘talent to walk across frame left to right’, ‘high-key lighting’ etc but they also included additional things that wouldn’t usually be directable without heavy VFX work, i.e. ‘swirling wind kicks up dust behind legs’.
The point here is to think like a filmmaker and art director, you need to be able to supply image references but, just as importantly, you need to be able to articulate what you want to see in the frame. Playing AI like a slot machine will lead to slop.
In the same way that you rarely edit footage together straight out of the camera, generative video will almost always benefit from some post work. Again, this is a place to add further human touches that a text box often doesn’t offer. This could be reframing, changing the colour, or in/out painting of items in the scene.
Editing and sound design is another area where, as far as we’re concerned, humans just can’t be beat (not yet). Editing – the process of deciding where to push and pull those beats and gaps – and sound design are very much a process of creating a feeling and mood.
As with traditional film making, have in mind what you want to see. Those hard-won post skills still have lots of value.
It would be remiss not to briefly discuss some of our thoughts behind the ethics of our experiment.
The ethics of AI are extremely complicated. As with most things, a simply binary choice may feel tempting, and at times compulsive, but this rarely does justice to the many nuances of a topic. There is so much for every individual and organisation to consider, and I’d argue the often-discussed environmental and job-replacement angles are just the beginning.
For further information I’d highly recommend:
For me, I think After Effect’s AI roto-brush sums up a lot of the debate:
https://www.youtube.com/watch?v=cXMTHe8z6Tw
So, how do I feel about the finished video? I think the team have done a great job of making a whimsical and audacious Xmas vid with just the right level of self-awareness. And with a level of production that, prior to GenAI, our budget simply wouldn’t have stretched to.
I also hope it’s as clear to you, as it is to me, that we couldn’t have come anywhere close to the result without the thought, skill, talent and humour that went into it from right across the agency.
And how do I feel about AI? It’s complicated…
All Set West, the BFI National Lottery-funded skills package supporting diverse West of England talent into careers behind the camera, has been named Best Industry Skills Initiative at the 2025 Broadcast Tech Innovation Awards.
Winners were announced last night (27th November 2025) at the Awards gala dinner at The Brewery in London. All Set West was named winner in the category over three other shortlisted initiatives: ‘Rise – Women in Broadcast’, ‘Sky Post Production – Editor Training Programme’ and ‘Woodcut Media’.
Praising the work of All Set West, Judges described it as “a skills initiative that delivers real, measurable change, with its inclusive focus and innovative approach to building a new creative pipeline.”
All Set West Programme Manager Jane Coulter says: “All Set West is a major team effort and we are so grateful for the support of our funders the BFI, our partners West of England Mayoral Combined Authority, and the truly unified approach across Bristol City Council’s Film teams – The Bottle Yard Studios, Bristol UNESCO City of Film and Bristol Film Office. Their support is enabling us to build a strong, sustainable bridge for new local talent from all backgrounds into the industry in our region.
“Our thanks also goes to the many production companies, freelancers, community organisations and educators we’re working with on the ground. All Set West is all about building a supportive community for entrants and we couldn’t do that without their help as our Industry Connectors. We count ourselves very lucky to have so many people and organisations in the West who share our drive to make positive change happen.”
Recent High-End TV productions All Set West has engaged with include Boarders (BBC Three), Agatha Christie’s Seven Dials (Netflix – premieres 15th January 2026), and Down Cemetery Road (Apple TV+).
Anyone based in the West of England and interested in working in film and TV production can register free at www.allsetwest.co.uk for an All Set West Community account, to gain access to the All Set West Hub, an online platform full of information supporting early career development, including work experience and trainee call outs, training schemes, networking events, workshops, open days, useful guides, toolkits and directories. Up-to-date content is added by established production professionals, companies and screen sector organisations, who log in to the Hub as Industry Connectors to upload opportunities as they arise.
The skills package also features: free All Set West Training delivered at The Bottle Yard Studios, designed to prepare local talent from backgrounds currently underrepresented in the industry for entry-level roles on scripted productions (next round of applications opens December 2025); outreach engagement with colleges, universities and community groups in the region to demystify the industry and widen awareness of film/TV production careers; and research analysis into regional industry skills gaps to inform the future strategy for addressing workforce development and retention challenges.
All Set West is funded by the BFI National Lottery Places Fund and delivered by The Bottle Yard Studios, Bristol UNESCO City of Film and Bristol Film Office (the three teams within Bristol City Council’s Film Services) in partnership with the West of England Mayoral Combined Authority.
For more information, visit www.allsetwest.co.uk.
Pictured: Natalie Moore (Bristol UNESCO City of Film) and Jane Coulter (All Set West) accepting the Broadcast Tech Innovation Award at last night’s ceremony in London
Bristol… we are coming to meet you! Help us shape the future media creatives for our region. We are looking to engage with TV, film, content media, games, animation and the photography industry on 26th November at the gorgeous St George’s Hall
✅ Discuss key challenges and opportunities in the creative sector
✅ Shape future talent pipelines and influence taught curriculum
✅ Strengthen collaboration between education and industry to drive
Enjoy breakfast and open discussion with representatives from Weston College, University Centre Weston and Business West LSIP team
If you’re an employer in the creative industries and would like to join us, sign up through here
https://www.weston.ac.uk/event/media-production-photography-games-and-animation-employer-advisory-board
Invada Films presents GAME – in cinemas 21st November 2025.
Late summer 1993. After stealing a stash of money and drugs, aging raver David (Marc Bessant) crashes his car deep in the woods – trapped in the wreckage, injured and helpless, he hangs suspended between life and death. When a mysterious poacher (Jason Williamson) discovers him, no rescue comes, only a watchful, unsettling presence that seems intent on letting nature finish the job. As the hours stretch and the elements close in, a tense and claustrophobic battle of wills, and wits, unfolds – where survival hinges on outlasting both the wilderness and the predator at its edge.
STARRING: Marc Bessant & Jason Williamson
DIRECTED BY: John Minton
WRITTEN BY: Geoff Barrow, Marc Bessant, John Minton & Rob Williams SCREENPLAY BY: Rob Williams
PRODUCED BY: Geoff Barrow & Deborah Rawlings
GAME will be screening across the UK & Ireland – with a Q&A featuring members of the cast and crew:
07/11 – Brighton – Dukes At Komedia [Cinecity 25]
13/11 – Leeds – Hyde Park Picture House [Leeds Film Festival]
17/11 – Bristol – Watershed 18/11 – Manchester – HOME (Cinema)
19/11 – London – Picturehouse Hackney
20/11 – London – Curzon Soho
24/11 – Nottingham – Broadway
25/11 – Newcastle – Tyneside Cinema
26/11 – Glasgow – Film Theatre
27/11 – Edinburgh – Filmhouse
28/11 – Cardiff – CHAPTER
05/12 – Belfast – Queen’s Film Theatre
11/12 – Birmingham – Mockingbird Cinema
For tickets and more info: https://linktr.ee/InvadaFilmsGame
Weston College and University Centre Weston are looking to work with creative businesses to shape delivery, curriculum and skills alignment to provide your industry with a talented and work ready future workforce.
Current courses delivered by us include:
Please join us at one of our events (you can find them all here) and have your say! https://forms.office.com/e/0T1Z42Ey2V
We’re delighted to announce our third Skills Bootcamp in Virtual Production!
Starting Wednesday 17th December 2025, these fully funded courses offer an incredible opportunity to gain cutting-edge skills that are transforming the future of film and media production.
We are offering two specialist courses:
• Virtual Production with Unreal Engine
• Virtual Production with Sony VENICE 2
These bootcamps are free to learners, funded by the West of England Mayoral Combined Authority (WEMCA) and led by the University of Bristol in partnership with MARS Academy (MARS Volume), Gritty Talent, and accredited trainers in Unreal Engine and Sony VENICE 2.
Virtual production is revolutionising the screen sector by blending live action, visual effects, and real-time 3D environments into a seamless creative process.
Applications close at midnight on Wednesday 12th November 2025, please share with your wider audience.
Gritty Talent’s Skills Bootcamp – Inclusion Accelerator, launches on the 14th January 2026 in the South-West of England. Book early to avoid disappointment….
Engaging, practical and designed for change, the Inclusion Accelerator has been thoughtfully developed to turbo charge inclusivity in the creative industries.
The Skills Bootcamp is open to 20 leaders, hiring managers & EDI leads within creative sector organisations and companies in the West of England Mayoral Combined Authority (WEMCA) region. This dynamic, guided learning bootcamp, with the outcome of creating a company specific implementation plan, will be delivered by Gritty Talent’s own senior leaders who are creative industry professionals and EDI specialists.
What’s more it’s HEAVILY subsidised by WEMCA, who fund up to 90% of the cost for learners
For full information on funding, eligibility criteria and application details. Follow the link below.
https://www.grittytalent.tv/skills-bootcamp-inclusion-accelerator
New digital platform connects local entrants with screen industry opportunities, events and resources
West of England creatives interested in working in film/TV production are being invited to join the All Set West Hub, a new digital platform designed to connect local entrants with the latest opportunities, events and resources to support their first steps in the screen industry.
The Hub is part of the BFI National Lottery-funded All Set West package of skills support announced earlier this year, which is helping power up careers, grow connections and unlock opportunities behind the camera for entry-level film/TV talent across the West of England.
Entrants can now register free for an ‘All Set West Community’ account, to gain access to a range of information to support early career development, including work experience or trainee call outs, training schemes, networking events, workshops, open days, useful guides, toolkits and directories.
Up-to-date information on the Hub is added by’ Industry Connectors’, a network of existing production professionals, companies and screen sector organisations, who can log in via their own accounts to add relevant opportunities as they arise.
All Set West is funded by the BFI National Lottery Places Fund and delivered by The Bottle Yard Studios, Bristol UNESCO City of Film and Bristol Film Office (the three teams within Bristol City Council’s Film Services) in partnership with the West of England Mayoral Combined Authority.
The wider All Set West package also features: a free training programme delivered at The Bottle Yard Studios designed to prepare local talent from backgrounds currently underrepresented in the industry for entry-level roles on scripted productions (next round of applications opens December 2025); outreach engagement with colleges, universities and community groups in the region to demystify the industry and widen awareness of film/TV production careers; and research analysis into regional industry skills gaps to inform the future strategy for addressing workforce development and retention challenges.
Register with the All Set West Hub at: www.allsetwest.co.uk/create-an-account.
Bristol-based period care brand Grace & Green has launched a new TV campaign highlighting the lack of workplace period products in their spot, ‘Caught Short’.
Collaborating with JonesMillbank, Bristol-based B-Corp video production company, the ad was created after Grace & Green was named as Sky’s Local Heroes winner for the South West, securing funded media support through the Sky Zero Footprint Fund.
“This campaign is about making sure every employee can manage their periods at work without stress or stigma, and placing Grace & Green as the go-to period brand for businesses that care about their employees,” said Fran Lucraft, Founder and CEO of Grace & Green.
“Access to period products should be a right, not a privilege. We are so excited to see our brand on the small screen! Being a Bristol-based business, it’s incredible to see our work recognised locally and shared nationally.”
Abbie Howes, rostered director at JonesMillbank, added: “Getting caught short at work is a stress far too many women have endured, so it was really important to get that relatability across – whilst using light humour to highlight how ridiculous it is that it’s still not the norm for workplaces to supply period products.”
“Understandably if you’ve never been in the situation yourself it may never have crossed your mind, so we didn’t want this to feel judgmental or lecturing, but rather an issue that’s very easy to fix.”
The campaign is running across the Sky network throughout September alongside digital. For more information visit www.graceandgreen.co and www.jonesmillbank.com.
***
JonesMillbank are a full-service production company based at Nine Tree Studios, their 10,000sq ft film studio.
Producing branded content, TV ads and social content their clients include local, global and household brands such as Dyson, University of Bristol, DHL, Oxfam, Pukka and the NHS.
jonesmillbank.com
01173706372
[email protected]
Ready to unleash your creative talents but don’t know where to begin?
Gritty Talent is partnering with leading Bristol based Post Production houses to run a part-time 8 week FREE Post Production Skills Bootcamp. The course is aimed at residents of the Bristol, Bath & NE Somerset and South Gloucs areas, who are aged 19+ and wanting to break into Post Production.
You will be introduced to the fascinating world of Post Production through masterclasses in sound, vision and wrangling footage. Alongside formal shadowing opportunities in Post Production Facilities, you will also receive career development workshops and mentoring from the team at Gritty Talent. This bootcamp will fully prepare you to confidently apply for entry level Post Production roles within the TV/Creative Industries.
For full course details including eligibility and how to apply follow this link: https://www.grittytalent.tv/runners-skills-bootcamps
Funded by West of England Mayoral Combined Authority
Delivery partners: Gorilla, Gorilla Academy, Films@59, PictureShop, Doghouse Post Production, One Tribe TV
#skillsbootcamps #skillsforlife #Postproduction #TVRunners #creativeindustries
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