Framestore has announced Theo Jones as its new creative director, AI. Promoted into the newly created position, Jones will focus on bridging the gap between rapidly evolving AI technologies and the needs of high-end film production, advertising, episodic and immersive experiences.
Nominated for an Academy Award for his work as visual effects supervisor on Disney’s Christopher Robin, Jones previously oversaw the FUSE VFX pipeline to produce the experimental short film, FLITE and has worked on several R&D projects exploring deepfake technology and digital humans.
Mel Sullivan, CEO of Framestore, said, “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.”
In addition to unlocking storytelling possibilities through visual effects, the role will see Jones manage the worldwide rollout of the Futon platform. Designed to harness the power of AI in a secure environment, Futon allows complex AI and machine learning workflows to be packaged into accessible tools for non-expert users. The platform is designed to provide full model provenance, aiming to ensure complete accountability and transparency across all AI-assisted content.
“Machine Learning 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.”
