Tabletop production, a specific part of commercial film production, has been slower to adopt AI technologies compared to other areas. However, the potential for AI to enhance creativity and efficiency throughout the tabletop workflow is undeniable. In this article, I will delve into the impact AI can have on tabletop production and discuss the ways it can revolutionize or, at the very least, change the industry.
The Rise of AI in Video Productions
AI is gaining momentum in advertising production, particularly in pre-production processes. AI tools are already assisting in generating references for scenography, casting, and locations. With the help of AI algorithms, concepts can be developed more effectively, resulting in clearer directions and minimizing misinterpretations. AI-driven visualizations provide a new level of precision and facilitate efficient communication with clients. By empowering creative teams to streamline their workflow, AI can save valuable time and resources.
Despite the challenges, AI can already play a supportive role in preparing for the shoot. It can assist in generating concept boards, suggesting prop and set designs, and providing suggestions to optimize the scene’s visual appeal.
AI’s Role in Storyboarding and Animatics
Traditional storyboarding techniques can be time-consuming and labor-intensive, whereas AI may be a cost-effective and efficient alternative. AI models can analyze an artist’s drawings and generate storyboards quickly, reducing the need for extensive manual work. I don’t think AI will replace storyboard artists – there is a huge know-how of subtle nuances behind their job, but it might be a great tool in their hands.Similarly, AI-generated animatics provide compelling visuals, adding new value to the efficiency of the process.
AI-Assisted Shooting Day
In the future, AI apps may be able to provide real-time monitoring and analysis, offering instant feedback on composition, focus, and exposure. Such technology could ensure that shots meet the desired aesthetic and technical requirements, significantly improving overall production quality and efficiency. That’s probably a song of the future; nevertheless, it is worth bearing in mind – especially since a significant part of tabletop production includes serial productions, with a large number of assets and very specific formal requirements resulting from key visuals. Many aspects of working with packshots, for example, may be supported by AI in the future.
The Intersection of Scanning, 3D Integration, Virtual Production, and AI
The combination of AI and 3D technology opens up a world of creative possibilities, also in tabletop production. New technologies will enable seamless integration of real products into 3D scenes, enhancing the visual authenticity of tabletop scenes. More and more often in projects related to products – especially in beauty categories – we reach for virtual production. AI-supported solutions like NeRF may start to play an important role in the process of creating assets.
Democratizing Post-Production Processes
AI eliminates the need for complex pipelines and highly specialized creators, allowing tabletop studios to efficiently handle post-production work. By making its tools so accessible, AI is undoubtedly democratizing the post-production processes. Manual editing becomes less extensive, online work is faster and easier, leading to enhanced productivity. This democratization of post-production paves the way for emerging talents and smaller studios to compete on an equal footing with larger post-production houses.
Transforming Market Dynamics
AI’s impact extends beyond the creative process and is reshaping market dynamics. Studios are transitioning from solely shooting footage to providing ready-to-use content. Post-production houses are integrating AI solutions, increasing competition with traditional studios. Moreover, agencies are taking on production functions, leading to a reconfiguration of the market’s traditional structure. AI’s influence is transforming how businesses approach advertising production, challenging established norms, and creating new opportunities.
From streamlining pre-production to transforming the post-production landscape, the capacity of AI to amplify tabletop workflows is significant. Despite these technological changes, one thing remains unchanged – the role of creators who, while using newer tools, still make artistic choices that give films the power to impact emotions and imagination. AI is already expanding possibilities and in the near future, it will likely provide even greater capabilities. However, it remains a tool in our hands that will not exempt us from the responsibility for artistic and creative choices. This is particularly true in the premium advertising content domain, where the value always lies in something more, something decidedly above average.
To observe and actively engage in the ongoing changes brought by AI, I am excited to announce the launch of a cycle of AI meetings at CHPTR. These meetings will serve as a platform for industry professionals, AI experts, and creative minds to come together, share insights, and discuss the future of AI in the field of commercial film production. Director’y, as a website dedicated to the exploration and celebration of the creative process, will curiously observe the intersection of AI and beauty & food film production. We are committed to staying at the forefront of this transformative wave and will focus on curating thought-provoking and inspirational AI-oriented content.