We use AI as a production tool — not a replacement for creative thinking, human judgment, or accountability.

ControlEvery project starts and ends with humans. AI helps us move faster and iterate harder, but creative direction, key decisions, and final approval always belong to our team and our clients.

ConsentIf AI is used to modify, clone, or simulate a person's likeness or voice, we secure informed consent and ensure fair compensation — no exceptions.

ClarityWe document how AI is used in every production and share that documentation with clients and collaborators. No black boxes.

CreditWe are clear about who did the work and what tools were involved. Human contributors who lead AI processes are credited accordingly — whether as AI Supervisor, AI Director, or similar roles. We believe the people guiding AI are creators too, and we make that visible.

ConfidentialityWe handle all project data with care. We do not allow final outputs to be used as AI training material without explicit permission from all parties.

ClimateWhere AI can replace unnecessary travel, builds, or reshoots without compromising quality — we choose the lower-impact option.

This is a living document. It will evolve as our practice does. For questions or concerns regarding our use of AI, please contact our Head of Production — Esther-Sofie Hede.