How is AI actually changing professional film and advertising production?

Technically Creative is brought to you by KoobrikLabs, the IT and AI partner for creative companies.

In this episode of Technically Creative, Orlando Wood sits down with Ryan Black and Kyt Janae from Luma AI to explore how generative AI is moving beyond individual image and video generation and into professional filmmaking, VFX, advertising, pre-production, post-production, and hybrid production workflows.

Luma is building AI tools designed around the way professional creatives actually work. Ryan and Kyt explain Luma Agents, a multimodal creative platform that combines Luma’s image and video models with other leading AI models, while Kyt explains her role as a Forward Deployed Creative, working directly with creative teams to integrate AI into existing production pipelines.

The conversation explores a fundamental shift in creative production: AI can allow filmmakers and creative teams to explore dozens or hundreds of possibilities before committing enormous time and money to execution, while maintaining the specificity, consistency, control, and collaboration professional work requires.

They also explore hybrid filmmaking, including Luma’s work with filmmaker Jon Erwin, Wonder Project, and AWS, where live actors, motion capture, virtual production, volume stages, VFX, and generative AI are brought together into a more collaborative production process.

Ryan and Kyt discuss how AI can help with previs, storyboarding, set extensions, VFX, character consistency, localization, post-production, and creative iteration, while allowing experienced artists and filmmakers to remain in control of the work.

And Kyt makes an important point: as these tools become more capable, creative thinking becomes more valuable. The model can generate possibilities. It still needs someone with an idea worth pursuing.

We explore:

• How Luma Agents work inside professional creative workflows
• What a Forward Deployed Creative actually does
• Why AI production is moving beyond the one-prompt workflow
• How filmmakers can explore hundreds of creative possibilities before committing to execution
• AI-assisted filmmaking, VFX, previs, and post-production
• How hybrid production combines live actors, virtual production, motion capture, and generative AI
• Luma’s work with AWS, Wonder Project, and filmmaker Jon Erwin
• Why experienced filmmakers and artists remain essential to AI workflows
• How AI can give creative teams greater speed, specificity, consistency, and control
• Robert Rodriguez using AI to explore ideas he has carried for decades
• Why AI could make previously too expensive or complicated creative ideas possible
• How professional film and advertising workflows are changing

This is a conversation about what happens when generative AI stops being something creatives experiment with on the side and starts becoming part of the professional production pipeline.

For filmmakers, producers, VFX artists, advertising creatives, agencies, studios, and anyone trying to understand how AI is changing film production, this is a practical look at what the next creative workflow could actually look like.

Technically Creative is a technology podcast for people who don’t necessarily think of themselves as tech people, exploring how AI and technology are changing film, television, advertising, media, and the creative industries.