Framestore promotes Theo Jones to Creative Director of AI

Jones will manage the global rollout of Futon, a new platform designed to integrate machine learning (ML) and generative AI directly into the VFX pipeline.

As Creative Director of AI, Jones’s brief is to pioneer new storytelling possibilities for directors, brands, and clients through VFX.

His role focuses on bridging the gap between rapidly evolving AI technologies and the requirements of high-end film production, advertising, episodic, and immersive experiences.

An Academy Award nominee for his work as Visual Effects Supervisor on Disney’s Christopher Robin, Jones’ credits also include Guardians of the Galaxy Vol. 2 and Paddington 2. 

He has also worked on innovative projects such as the Cannes Lion-winning Field Trip to Mars, the world's first group VR experience, and the Battle for Avengers Tower VR experience.

Futon is a dedicated platform built to harness the power of AI within a secure environment. Expert users can create complex AI/ML workflows and package them into accessible tools for non-expert artists. A core pillar of the platform is providing full model provenance, ensuring complete accountability and transparent usage of all AI-assisted content for clients.

“ML has been part of our workflow for more than a decade, and the foundation for many of the tools that our artists use in the quest to deliver high-end visual content for directors, brands, and studios,” said Jones. “Harnessing generative AI in ways that equip artists with the granular control necessary to respond to client feedback has been central to the development of Futon. So too is rigorous data security, comprehensive model provenance, and strict usage controls.”

Mel Sullivan, CEO of Framestore, commented: “Framestore has always explored the intersection of technology and creativity. Our legacy is built on combining the two to deliver powerful, emotive images and immersive experiences that define storytelling. We have never chased technology for its own sake; instead, we look for the right tool for the job, ensuring our innovations are driven by the practical needs of our artists and the ever-evolving ambitions of our clients. By appointing Theo as Creative Director, AI, and launching the Futon platform, we are ensuring that these new, transformative technologies are harnessed with the same precision, control, and ethical integrity that our partners expect from Framestore.”

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