AI transparency

The short version

We are a production company. We arrange and direct photographers, studios, crew, location and drone work, and produce generative imagery and video to the same high standard. Many campaigns combine these methods.

Every quote states which methods your project uses, before you commit. If you would like to know how a specific frame was made, just ask.

How we produce

We offer three production services and recommend the best fit for each project:

• Live production. Studio and location photography and video, directed by us, with crew and equipment arranged by us. Many projects are at their best in front of a camera, and we will recommend a shoot whenever that is the case.
• Ad creative in volume. Campaign variants built for testing across placements, formats and messages.
• AI-generated imagery and video. Full campaign frames generated in-house and art-directed shot by shot: hero stills, motion, seasonal versions, backgrounds and extra variants. This is a core capability that we have invested in heavily.

Generative tools bring speed and flexibility, since they need no studio day, crew call or weather window. A lens brings the character of a real set. We choose the best method for each shot and record it in your quote.

The imagery on this website

Much of the imagery on this website, including images of people and production crews, is generated with AI, as examples of our art direction.

What your product looks like

We check your product's shape, colour, finish, proportions and branding in every frame we deliver and correct them by hand.Where a detail needs more precision, such as a mechanism, a specific material or fine print on packaging, we arrange a live shoot.

The standards we keep

These commitments apply to every project:

• Real people, with consent. We depict real, identifiable individuals only with a signed release. This includes lookalikes and endorsements.
• Genuine proof only. Testimonials, reviews, user content, press logos, awards, follower counts and performance figures must be real, so we never generate them.
• Original work. We respect other brands' protected assets and trade dress, and named artists' distinctive styles, so we never reproduce them.
• Your product as it is. Our imagery shows only the capabilities, size, contents and results your product really has, which also keeps your advertising compliant with consumer law.
• Lawful, truthful work. This is part of our terms of business, and we may end a project that breaches it.

Disclosure and labelling

Article 50 of the EU AI Act has applied since 2 August 2026. Realistic AI-generated or manipulated images, video and audio that could pass as authentic generally must be disclosed to the people who see them. The duty falls on whoever uses the AI system under their authority. When we generate content for you, that is usually us. If you decide how AI is used, it may be you as well. Advertising platforms have their own rules too. For each deliverable we tell you in writing what was generated, label it where required, and agree with you who keeps the label in place when it is published.

Copyright and your licence

On full payment you receive a worldwide, perpetual, non-exclusive licence to use the delivered assets for your advertising and commercial purposes, as set out in our terms of business.

The copyright position for purely AI-generated material is still developing and varies by jurisdiction. In several countries, output generated without sufficient human authorship may attract limited protection or none. We do not warrant that AI-generated output is protectable by copyright, or that it is unique.

This matters most if you plan to enforce rights in a specific image. If an asset is especially important, such as a brand-defining hero image, a character or a mark you intend to register, tell us when we quote and we will plan the production method around it.

Your material and your confidentiality

• Brand assets, product samples, unreleased information and campaign plans you give us are confidential under our terms, during and after the project.
• We share your material with third parties only as a project requires, and subcontractors are bound to equivalent confidentiality.
• We use licensed commercial creative tools. Where a project involves unreleased product or material you have marked confidential, tell us and we will agree the handling in writing before production starts.
• We keep a record of how each delivered asset was produced, so you can always ask later.

Every frame is reviewed by a person

Every frame is art-directed, reviewed and, where needed, retouched by hand before it reaches you. Generative output is a starting point, just like a raw file from a camera. A real person stands behind everything we deliver.

Questions and concerns

If you have a question, or believe something we produced falls short of a commitment on this page, please write to [email protected] and we will look into it promptly.

This statement explains our approach in plain language. Where it touches contractual matters, our terms of business are the binding version, and our privacy policy covers personal data.

This page is published in Slovenian and English. For clients established or receiving the services in Slovenia, the Slovenian version prevails. For all other clients, the English version prevails.