Responsible by design.
AI lets us make things that were never possible before. It also raises real questions about rights, likeness and trust. This is how we answer them — on every project.
Our clients put their brands, their stories and their audiences in our hands. The work has to be safe to release.
The commitments below shape how we choose tools, run productions and contract with clients and collaborators. We review them as the technology, the law and platform policies evolve.
Six principles
Human-led creative
Every project is led by human directors, writers and artists. AI is a production tool under their direction — creative decisions and final approval always rest with people.
Licensed, commercial-grade tools
We produce with tools whose terms permit commercial use, and we keep track of which tools were used on each project so that questions can be answered later.
Consent for likeness and voice
We do not recreate a real person’s face, body or voice without their documented permission. Performers whose likeness is used are engaged and credited on agreed terms.
Respect for others’ work
We do not set out to copy identifiable copyrighted characters, artworks, trademarks or the distinctive work of living artists, and we review outputs for unintended resemblance before delivery.
Client confidentiality
Scripts, briefs, products and footage you share are used only for your project, handled under NDA where required, and are not used to train public models.
Transparency
We are open with clients about where and how AI is used in their production, and support AI-content labelling wherever platforms, broadcasters or regulations require it.
Checks at
every stage.
Responsibility is built into the production process, not added at the end.
Scoping
Rights, likeness and platform requirements identified up front and written into the agreement.
Production
Approved references only; tool use recorded per project.
Review
Outputs checked for likeness, trademarks and unintended resemblance before client review.
Delivery
Rights assigned or licensed as agreed, with AI-use disclosure available on request.
Rights & ownership
Who owns work you produce for us?
For commissioned work, ownership of the deliverables — or the licence to use them — is set out in the production agreement and passes to the client as agreed. We are happy to work from your standard production contract.
Will our materials be used to train AI models?
No. Materials you share with us are used only to produce your project and are not used to train publicly available models.
Can you include a real actor or spokesperson?
Yes, with their written consent and on agreed terms covering how, where and for how long their likeness is used.
Can you support our legal clearance process?
Yes. We can provide information on how each deliverable was produced, the tools used and the references involved, to support your legal and compliance review.
Let’s talk it
through.
We’re glad to walk your legal or brand team through how we work.