An AI entertainment studio backed by the likes of Google, Andreessen Horowitz, Peter Chernin’s North Road Company and Michael Ovitz’s Crossbeam wants to bring its generative AI expertise to traditional studios and production companies.
Promise, led by Fullscreen founder George Strompolos, former YouTube executive Jamie Byrne, who most recently led creator partnerships for YouTube; and AI filmmaker Dave Clark, is launching a new division called The Generation Company, which will work with outside studios and production companies to deliver visual effects and sequences created with its tech.
The Generation Company will be led by filmmaker and generative AI artist Nem Perez, who previously founded the virtual production and AI workflow company Storyblocker, and also directed music videos for the likes of Mac Miller, Nipsey Hussle, and Chance the Rapper.
“With The Generation Company, Promise is bringing our GenAI filmmaking expertise to partners as a true creative ally, helping them achieve their vision and push ideas beyond the limits of traditional resources, timelines, and budgets,” said Byrne, the co-founder, president and COO of Promise. “Nem is a pioneer in applying GenAI to filmmaking, building on a career leading creative teams across entertainment, advertising, and music. His work with some of the world’s top GenAI artists makes him uniquely positioned to help storytellers navigate this new frontier with both artistry and precision.”
“I believe GenAI exists to serve the artist, opening the door to cinematic moments that might otherwise be impossible,” adds Perez, head of The Generation Company. “For me, it’s about honoring the craft I’ve devoted my career to while embracing new tools that expand what’s possible on screen. With human expression driving everything we do, filmmakers and creative partners who work with The Generation Company can bring their full vision to life on their own terms.”
In addition to VFX and sequences, the company will also provide a team of AI specialists meant to advise creative departments like art, costume, props, and storyboarding.
Promise was founded last year with the goal of building out a slate of films and series using generative AI tech. Earlier this year it raised more money, with Google and Crossbeam joining its list of investors, while also making its first acquisition: The tech-centric film school Curious Refuge, which teaches filmmakers how ton utilize advanced technology in their workflows.
The Generation Company expands Promise’s business further into the services world, seeking a piece of the production puzzle that has been most disrupted by technology, as studios seek more realistic and elaborate VFX while also seeking to manage costs.