AI, film og reklame

Overview

Commercial film work, and how I use the new tools without losing the human expression.

Details

Project type: Film and advertising
My role: Idea, script, direction, production and delivery.
Category: Film and advertising
Status: Live2026
AI in the product: YesAI is used in the films themselves, as one tool among the others. What is generated and what is filmed for real is a decision made shot by shot.

Key points

Worked on television advertising for some of Norway's leading brands
Followed the change in the industry closely and learned the new tools
Produce films on my own that used to need a large team and a large budget
Hold the balance between what is real and what is generated

Built with

Higgsfield: Generated image and film material
Seedance 2.5: Generated film material
ElevenLabs: Voice and sound
Blender: Three-dimensional build, lighting and render
Claude Code: The tooling around the production
Studio OS: My own software, built for running a production
Red Komodo: The camera, for what is shot for real
Cine lenses: Real glass, for the same reason
Adobe After Effects: Compositing and motion
Adobe Premiere Pro: Edit
DaVinci Resolve: Colour and finish

Next project

Wisr

Showreel - traditional advertising

The cinnamon bun, before and after

The real cinnamon bun photographed from directly above on a white worktop, a plain quenelle of cinnamon-dusted cream resting off-centre on top.

The same bun from the side under flat kitchen light, the cream sitting to one side, the paper case gone — The real bun on a kitchen worktop, shot on a phone. This is all the reference the film was built from.

The same bun again a little further back, shadowless on a white worktop against a grey wall — The real bun on a kitchen worktop, shot on a phone. This is all the reference the film was built from.

Finished film

Tools I use in filmmaking

Higgsfield
Seedance 2.5
ElevenLabs
Blender
Claude Code
Studio OS, my own software
Red Komodo camera, a real camera
Lenses, real lenses
Adobe After Effects
Adobe Premiere Pro
DaVinci Resolve

I have worked on television advertising for some of Norway's leading brands, among them Vipps, DNB, Grandiosa, Norsk Tipping, Bama and Telia.

I still have great respect for the traditional way of making film, but I also understand that not every business has millions to spend on a production. The film and advertising industry is in an enormous phase of change. Some roles will disappear, others will change, and entirely new ones will appear. So it has been important to me to follow that closely and to learn the new tools.

Today I can produce on my own things that used to need large teams and very high budgets. But I am not in favour of using AI simply because you can. That is how you end up with what many people call AI slop.

For me it still starts with the story, the brand and who you want to reach. We notice very quickly when something feels wrong. Good use of AI is therefore also about the balance between what is real and what is generated.

Knowing traditional film production still matters. Light, composition, script, colour, sound, edit and timing do not disappear because the tools change. If anything, understanding the craft becomes more important as the possibilities grow.

So I see AI as a new tool in film production. A very powerful tool, but also a tool with limits. The important thing is still to know what you want to tell, why you are telling it, and how to make it land.

I am glad to make films for businesses that want to use the new possibilities, without losing the human expression along the way.