Fear of the unknown is expected, but directors should help shine the light, not hide in the dark. So, whether you're an agency, creative, production company, or producer seeking AI insights — GET IN TOUCH. WE CAN DISCUSS new projects, revisit old ones, and create tests. AI, when used thoughtfully, is a powerful tool. While it won't replace live-action, AI can enhance ideas, offer alternatives, and solve logistical, financial, and creative conundrums.

How green is AI? This film was made in collaboration with CWP to explore AI's impact on the planet. Starting with an optimistic Earth Day monologue prompted in Chat GPT. Multiple revisions later by human and AI efforts, it was re-recorded using my guide read in ElevenLabs. AI music options such as AIVA and Suno were considered as they have advanced rapidly, but we opted for music and SFX from Artist. Over 500+ images were created in Midjourney narrowed to 84 upscaled images. Tweaks in Photoshop before jumping into Runway to animate them, which resulted in 124 motion tests and 26 final shots, and lastly the edit. 

A Carnegie Mellon University study covered by MIT Technology Review found that generating 1,000 images with Stable Diffusion XL emits as much CO2 as driving 4.1 miles in a gasoline-powered car. In contrast, the least carbon-intensive text model emits as much as driving 0.0006 miles. Our script and images equate to driving about 2 miles in a gasoline car. Midjourney images take 45 seconds (fast) to create, but motion in Runway can be 3 minutes. So, we felt that we needed to increase our mileage to 50 miles -- even if this is somewhat of an unknown, it gives a fairer perspective. Compared to traditional shoots across multiple locations, AI appears much greener -- but at what cost?

A study published in Joule projects AI server farms could consume 85 to 134 terawatt hours of energy per year by 2027—similar to the annual electricity use of Argentina, the Netherlands, or Sweden. Google's 2023 Environmental Report notes the company used 5.6 billion gallons of water last year to cool servers, up 20% from 2021. AI data centers across Microsoft consumed 5 billion gallons in 2022. The long-term effects of AI on our planet and resources require careful consideration as millions more people prompt. 

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