Start with a task, not a tool
At Move, artists lead the creative decisions. We are interested in AI where it helps us explore, experiment or solve a production problem, and we want to be clear about where and why it is used. The question is what it contributes to your particular film.
Separate early exploration from final production. Testing an idea internally is a different decision from generating a character performance or a finished shot that will appear in a campaign. Agree which use is being proposed before comparing cost or speed.
Test the awkward bit first
A promising still does not tell you how a sequence will behave. Try the hardest requirement in a short sequence that reflects the intended film before committing to the full production. For a recurring character that might be consistency between shots; for a product it could be a precise shape or feature.
Then request a real revision: keep the camera, change the expression, preserve the logo and adjust the action. Can the team make that specific change without disturbing approved details? The answer matters more than how quickly the first version appeared.
Count the work after generation
Compare the whole route to an approved film. Include choosing takes, fixing mistakes, combining images, adding sound, reviews and making the final versions. A tool that produces options quickly may still require a lot of skilled work to make one option usable.
For example, a shot may look promising in one format but need new work for a portrait crop or a different ending. Ask whether the chosen workflow can deliver those changes predictably, and what the alternative is if it cannot.
Agree what can be shared and used
Before uploading client materials, agree what is permitted. Confidential scripts, unreleased products, identifiable people, voices and third-party artwork each deserve a specific check. Review the chosen service’s current terms, data handling and the permissions for the intended output; they vary between tools.
Do not assume a generated asset is automatically cleared for every use. Identify who will check the relevant rights and approvals, and record any restrictions in the project brief. Where there is uncertainty, get appropriate advice before committing to publication.
Decide who is responsible for the finished film
Someone still needs to judge the story, design, timing, consistency and factual accuracy. Agree who will do those checks. Agree how the team will explain the workflow, manage revisions and supply the promised files.
A conventional or mixed approach can be the right choice. The aim is a film that works for the audience and can be delivered with confidence—not using a particular tool at any cost.
Six questions before you approve the approach
Use these in your next briefing conversation:
- What exact task will AI perform, and what benefit are we testing?
- Can we see a short test and a specific change to it?
- What client material will be used, and has that use been approved?
- Who checks consistency, accuracy and usage permissions?
- Does the estimate include fixes, different versions and final quality checks?
- What will we receive, and what is the fallback if the test does not work?
