Throughout 2023 I'd been experimenting a lot with ai based image and video creation and thinking about how as a tool I could begin to incorporate it into my work. I’ve not found the ai video to be good enough yet at least not for my requirements, however still images are a different story. Big things are already happening this year with regards to ai as its development is on a huge exponential curve. In the meantime while we wait for the revolution this is where I'm at right now Jan 2024, making use of ai still images as backgrounds in this video with the help of Midjourney combined with good old fashioned cameras. It’s a test commercial for my new favourite sports shoe company Hoka shot and created at studioNED for Everyone Content