Framestore Names Theo Jones Creative Director of AI
Framestore promoted Theo Jones to creative director of AI on Wednesday, a newly created role focused on rolling out Futon, the studio's platform for integrating machine learning and generative AI into visual effects production.
Jones will oversee how Futon gets deployed across projects while connecting emerging AI technologies to the practical needs of film, advertising, and immersive experience work. He'll report to CEO Mel Sullivan.
Who is Theo Jones
Jones brings two decades of visual effects experience to the role. He received an Academy Award nomination for his work as visual effects supervisor on Disney's "Christopher Robin." His credits include "Guardians of the Galaxy Vol. 2" and "Paddington 2."
He also led development of FUSE, a VFX pipeline used for the short film "Flite," and oversaw visual effects for VR experiences including "Field Trip to Mars" and the Battle for Avengers Tower experience. He has directed grant-funded research into deepfake technology and digital humans.
What Futon does
Framestore designed Futon to give artists granular control over generative AI outputs while maintaining data security and model provenance. The platform keeps usage restricted to approved applications.
Machine learning has been part of Framestore's workflow for over a decade, according to Jones. Futon formalizes how the studio applies these tools to client feedback and production timelines.
Sullivan said in a statement that Framestore pursues technology only when it solves actual creative problems. "We have never chased technology for its own sake," he said.
Why it matters for creatives
Studios increasingly integrate AI into production pipelines. How that happens-whether it preserves artist control or replaces creative decision-making-shapes whether these tools become useful or disruptive.
Framestore's emphasis on artist control and ethical guardrails suggests one approach: treating AI as a tool that responds to human direction rather than one that automates creative choices away.
Framestore's recent work includes "Project Hail Mary," "How to Train Your Dragon," "Superman," and "Avatar: The Last Airbender."
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