Creative directors: What makes you choose to work with an external animatics studio versus handling previsualization in-house or using AI tools? Would love to hear your decision-making process.

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Cost and speed

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The complexity of the idea/concept of the spot.

For 50% of pre-viz, AI is able to achieve decent results giving the mundane nature of what most clients actually want. The other 50% is when there are specifics about a spot or campaign that would take much longer exploration time and costly to visualize with AI. Even understanding AI tools in-depth there are many times where a human artist is much more capable of understanding the nuances of storytelling, craft and details than a prompt exchange with a 🤖

IMO around 15-20% of the AI pre-viz actually starts to curate and influence the overall idea/concept art direction beyond where a human artist is capable of “quickly” thinking of. Taking it to a new unexpected and surprising directions

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Great insight thanks 🙏

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