(l-r) Digby Hogan and Jay Topping.
Award-winning filmmakers Jay Topping and Digby Hogan have launched The FOURTHE, an AI production studio designed to bring cinematic direction and creative control to generative filmmaking.
The studio launches as brands experimenting with generative video encounter inconsistent quality, aesthetic drift and a lack of narrative cohesion.
Topping has spent more than 14 years directing campaigns for Google, eBay and CommBank. Hogan is the founder of The Empire Post.
"Anyone can generate a series of pretty pictures, but storytelling requires intent," said Hogan, co-founder and AI production specialist.
"We have built The FOURTHE to replace prompt-chasing with deliberate direction and cinematic intent. Our promise is simple: infinite creative freedom and zero creative compromise, coupled with senior-level craft that guides every frame."
"AI production needs a director's precision," said Topping, co-founder and AI production specialist.
"Our focus is performance-led storytelling and execution that feels intentional, human and unmistakably cinematic. We are directing every pixel to ensure the final result carries the same weight and emotion as a traditional high-end shoot."
Alongside the launch, the studio has released a showreel and a spec commercial, Milkrun Man, to demonstrate AI production delivering consistent, brand-safe results at commercial scale.
The FOURTHE works with agencies and production houses across hero films, social content and out-of-home, using secure production environments to manage copyright and IP.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.