Theo Jones has been promoted to the newly created role of creator director of AI at Framestore, the creative studio announced Wednesday. In the role, Jones will manage the rollout of Futon, a new platform from the company “designed to integrate cutting-edge Machine Learning (ML) and Generative AI directly into the visual effects pipeline,” per the company.
“Machine Learning has been part of our workflow for more than a decade, and the foundation for many of the tools that our artists use in the quest to deliver high-end visual content for directors, brands and studios,” said Jones in a statement. “Harnessing Generative AI in ways that equip artists with the granular control necessary to respond to client feedback has been central to the development of Futon. So too is rigorous data security, comprehensive model provenance and strict usage controls.”
In addition to leading Futon’s debut, Jones will also focus on connecting evolving AI technologies and the needs of high-end film production, advertising and other immersive experiences. He will also focus on how Framestore will help tell visual stories for directors, brands and clients.
Jones’ visual effects credits include “Guardians of the Galaxy Vol. 2” and “Paddington 2”; he received an Academy Award nomination for his work as a visual effects supervisor on Disney’s “Christopher Robin.”
Additionally, he oversaw FUSE, a VFX pipeline, to produce the short film “Flite,” and has worked on projects including “Field Trip to Mars” (the world’s first group VR experience), the Battle for Avengers Tower VR experience and the reimagining of the LED ticker at Morgan Stanley’s New York headquarters. Jones has also lead grant-funded R&D projects exploring deepfake technology and digital humans.
“Framestore has always explored the intersection of technology and creativity. Our legacy is built on combining the two to deliver powerful, emotive images and immersive experiences that define storytelling,” said Mel Sullivan, Framestore CEO, in a statement. “We have never chased technology for its own sake; instead, we look for the right tool for the job, ensuring our innovations are driven by the practical needs of our artists and the ever-evolving ambitions of our clients. By appointing Theo as Creative Director, AI, and launching the Futon platform, we are ensuring that these new, transformative technologies are harnessed with the same precision, control, and ethical integrity that our partners expect from Framestore.”
Framestore combines talent and technology to reframe the possible in film, episodic TV, advertising and immersive experiences. Recent work includes “Project Hail Mary,” “How to Train Your Dragon,” “F1,” “Superman,” “Wicked: For Good,” “Avatar: The Last Airbender,” “One Piece” and more.
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