Framestore Appoints Creative Director to Lead AI Integration in Visual Effects
Framestore has promoted Theo Jones to creative director of AI, a newly created role focused on rolling out Futon, a platform that integrates machine learning and generative AI into the visual effects pipeline.
Jones will oversee how the studio applies AI to film, advertising, and immersive experiences while maintaining artist control and data security. His work spans visual effects for "Guardians of the Galaxy Vol. 2," "Paddington 2," and an Academy Award nomination for "Christopher Robin."
What Futon Does
Framestore built Futon to give artists granular control over AI-assisted work. The platform lets teams respond quickly to client feedback without sacrificing the precision that high-end production demands.
Machine learning has been part of Framestore's workflow for over a decade. Futon formalizes how the studio applies newer generative video and AI tools while managing model provenance and usage controls.
Jones' Background
Beyond major film credits, Jones has led R&D projects on deepfake technology and digital humans. He oversaw FUSE, a VFX pipeline used for the short film "Flite," and worked on immersive projects including a VR experience for the Avengers Tower and a redesign of Morgan Stanley's New York headquarters LED display.
The Company's Approach
CEO Mel Sullivan said Framestore pursues technology based on what artists and clients actually need, not for its own sake. The studio's recent work includes "Project Hail Mary," "How to Train Your Dragon," "Avatar: The Last Airbender," and "One Piece."
For AI design professionals, the appointment signals how major studios are formalizing AI roles within creative teams rather than treating the technology as peripheral.
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