Framestore, the visual effects specialist, has appointed Theo Jones to the newly created role of creative director, AI, to head the international deployment of Futon, an advanced platform that integrates state-of-the-art machine learning (ML) and generative AI directly into the visual effects pipeline.
In this role, Jones will lead Framestore in exploring innovative visual effects storytelling approaches for directors, brands, and clients.
He will concentrate on bringing evolving AI technologies together with the exacting requirements and outstanding creativity of high-end film production, advertising, episodic and immersive experiences.
Mel Sullivan, CEO of Framestore, says: "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."
Award-winning creativity & technical expertise
Jones' credits include visual effects supervisor on Disney’s Christopher Robin, for which he received an Academy Award nomination, as well as Guardians of the Galaxy Vol. 2 and Paddington 2.
With both creativity and technical expertise, other projects have included the Cannes Lion-winning Field Trip to Mars (the first group VR experience in the world), the Battle for Avengers Tower VR experience, and the update of the LED ticker at Morgan Stanley’s New York HQ.
Jones managed FUSE, a VFX pipeline centred on the Unreal Engine, to produce the experimental short film FLITE, and led numerous grant-funded R&D projects exploring deepfake technology and digital humans, cementing his expertise in AI.
He says: "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.
"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."
Futon is a dedicated platform designed to leverage AI in a secure environment. Technicians can develop intricate AI/ML workflows and package them into accessible tools for artists, serving to upskill team members across Framestore’s international network of studios.
The provision of full model provenance is a key pillar of the platform, guaranteeing complete accountability and transparent usage of all AI-assisted content for clients.
Earlier this year, Framestore welcomed VFX supervisor William Laban to its London advertising division.
Rebecca Hardy has over 10 years' experience in the culture and heritage sector. She studied Fine Art at university and has written for a broad range of creative organisations including artists, galleries, and retailers. When she's not writing, she spends her time getting lost in the woods and making mud pies with her young son.
