AI CREATIVE STUDIO
We are not newcomers who discovered video through AI. PHOCUS produces live action too, so we know how commercial production really works: pre-production, schedules, approval rounds, agency and brand processes, usage checks, post and delivery.
Our AI productions run on that same workflow. Every piece starts with a brief and a creative idea, moves through the approval stages a brand or agency already expects, and is led by a director who is accountable for the result. The tools change every few months. The production discipline does not.
When a project needs both, we combine them. In a hybrid production, live-action shooting and AI generation are planned together from pre-production, so the two parts read as one film.
01 — Brief and strategy
We start with the objective, the audience, the channels and the deliverables. We also decide early what should be shot, what should be AI-generated and what should be both, and what the brand needs in terms of disclosure and usage.
02 — Creative concept and script
The idea comes first. We write the concept and the script, and define the tone, before anything is shot or generated.
03 — Pre-production and look development
The director defines the visual world: characters, products, settings, light and style. On hybrid projects, the shoot and the AI work are planned together at this stage, so references, framing and light match.
04 — Storyboard, animatic and approvals
Shot by shot, the film is planned and timed, and the client approves structure and pacing early, at the same checkpoints a live-action production would have.
05 — Shoot, generation and direction
Live-action material is shot where the project needs it, and AI shots are generated, selected and refined under the director’s eye. The aim is continuity: the same character, the same product and the same light from start to finish.
06 — Post: edit, sound and finishing
Editing, compositing, colour, sound design and music bring live-action and AI material together into one finished commercial.
07 — Versions and delivery
Cut-downs, formats and aspect ratios for each channel and market, delivered ready to publish.
Our in-house roster of AI Commercial Directors, Jaime Calachi and Carles Mas, leads our AI and hybrid productions. For each project we add specialised external AI talent where the brief needs it, working hand in hand with our live-action production team.
AI WORK
PHOCUS own work. AI-generated images directed by Carles Mas.
PHOCUS OWN WORK · DIRECTED BY CARLES MAS
We come from live action.
We know how production works on set and in post, so our AI work follows the workflows that brands and agencies already use.
AI, live action or hybrid.
We choose the right mix for the idea, not for the tool of the moment: fully AI, fully shot, or both in one film.
Directors, not operators.
Every AI project is led by Jaime Calachi or Carles Mas, our in-house directors, who own the creative result and bring in specialised external AI talent when a project calls for it.
A process built for brand work.
Clear stages, early approvals and controlled revision rounds keep AI and hybrid productions predictable for brands and agencies, in any time zone.
A team that scales with the brief.
A fixed in-house roster of directors, plus a network of specialised external AI talent and our live-action crew, so each production gets the right people for its scope.
What is an AI creative studio?
An AI creative studio develops, directs and produces advertising content made with generative AI. PHOCUS Creators does it with a production background: we also produce live action, so our AI productions follow the same stages as a traditional commercial, from brief and pre-production to approvals, post and delivery.
What is a hybrid production?
A hybrid production combines live-action footage and AI-generated images in a single piece. A product or a person can be filmed for real while the world around them is created with AI. Both parts are planned together from pre-production so the result reads as one film.
Does PHOCUS make fully AI-generated ads?
Yes. Our in-house AI Commercial Directors, Jaime Calachi and Carles Mas, direct fully AI-generated ads, supported by specialised external AI talent when needed. When a project calls for it, we also combine AI with live action in a hybrid production.
Why does live-action experience matter in AI production?
Because a commercial is more than its images. Knowing how pre-production, approvals, agency and brand processes, usage rights and post work in live action means our AI productions fit the client’s workflow, arrive on schedule and are ready to publish.
Do you work with agencies as well as brands?
Yes. We work directly with brands and with agencies, worldwide and remotely. For agencies, PHOCUS can act as the AI or hybrid production partner on a campaign the agency leads. Spanish-speaking teams can read about this in Spanish.
How do I start an AI or hybrid project with PHOCUS?
Send your brief, objectives, deadlines and deliverables through the contact form. We will reply to discuss the approach, the stages and a proposal.