The 2024 edition of Picture This conference, held on September 24, 2024 at the National Library’s Black Diamond in Copenhagen, took place amid a year marked by significant film and audiovisual industry upheaval. The SAG AFTRA strikes and anticipated follow up debates across the world led to halted productions and studio bankruptcies, culminating in what many are calling a global polycrisis. The streaming business faced challenges, independent productions struggled to find their footing, and the rapid rise of AI technology—stepping beyond its infancy—started making its mark across the industry’s value chain, from audio and image generation to post-production and virtual production.

In response to these shifts, the 2024 edition of Picture This embraced the theme “Small Hacks, Big Wins,” focusing how industry innovators are thriving amid adversity. The one-day conference, organized by the National Film School andsupported by the Nordisk Film Fonden, and held on the 24th of September at Copenhagen’s Black Diamond featured 16 world leading speakers who offered insights and case studies in navigating the change through technology, workflows and bold creative processes. The topics covered included the global state of the play, the implementation of AI in various roles and verticals within the industry, legal and ethical considerations of implementing AI tools, AI, previsualization and script driven virtual production innovations, and strategies for setting up successful animation and VFX studios alongside case studies from Nordics and Europe.

The conference was curated and moderated by Sten-Kristian Saluveer, CEO of Storytek / Innovationlab and Head of Cannes Next at Marche Du Film - Festival deCannes.

Christina Lee Storm's (Asher XR, the Television Academy) keynote at Picture This focused on the transformative role of technology in storytelling. As CEO of Asher XR and co-founder of Playbook, she emphasized that while storytelling remains central, technology has significantly evolved it—from sound in film to immersive experiences. Christina traced the history of American cinema, noting key innovations and her career trajectory from a visual effects producer to a leader in virtual production.

She advocated for multi-platform storytelling, urging Hollywood to adapt to changing audience preferences, especially among Gen Z, who engage with interconnected

media. During the following fireside chat, Christina, along with Nordisk Film and TV Production’s CEO, Katrine Vogelsang, discussed the challenges facing the film industry today. They highlighted the rapid shifts in production methods, influenced by advances in AI and virtual production. Christina critiqued Hollywood's profit-driven models that hinder independent filmmakers, while Katrine addressed Nordic productions' struggle to maintain their innovative edge amidst increasing competition as well as the need for more R&D and less staying in the comfort zone in the Nordic industry.

The conversation also touched on the shifting focus toward talent-driven productions, with the moderator noting that decision-making power is moving from directors to talent. Christina observed a generational shift in content consumption, with younger audiences favoring video games over traditional cinema within an "entertainment umbrella” concept.

As the discussion wrapped up, Christina predicted gradual evolution in the industry, emphasizing the importance of foundational storytelling amidst technological advancements. Overall, the keynote and the fireside chat highlighted the necessity for innovation and adaptation including increased focus on R&D in the rapidly changing landscape of film and storytelling.

Margarita Grubina from Respeecher held a special keynote on the ethical use of
artificial intelligence (AI) in voice synthesis and digital voice replicas, highlighting
the company's dedication to responsible practices in the field of voice cloning
technology.
Collaborating with industry giants like Disney and Netflix, Respeecher focuses the transformative potential of AI while ensuring trust and transparency.
Grubina outlined several essential principles for ethical AI use in film based on her experience at Respeecher.
Firstly, Respeecher has maintained a strong commitment to ethical AI use, with no recorded misuse of its technology in six years, which helps safeguard voice talents.

The company also prioritizes transparent rights distribution; voice talents explicitly grant permission for their voices to be cloned, while production companies retain ownership of the final audio files. Respeecher maintains ownership of the AI model, preventing unauthorized usage.

Every project at Respeecher begins with a rigorous approval process, ensuring that original voice owners provide written consent. This establishes a foundation of trust and mutual agreements among all parties involved. The innovative applications of voice cloning technology range from dubbing for Netflix’s "Crooks" to recreating iconic voices for shows like "America's Got Talent," and even replicating child voices for video games.

Lastly Grubina stressed the importance of building trust through transparency, as announcing AI usage in projects cultivates an ethical framework with creators and audiences alike. Positive feedback from initiatives such as "God of War: Ragnarok" highlights the significance of ethical practices in this nascent industry landscape.

In her presentation, Kate Armstrong Smith, the CEO and founder of Othelia, a collective focused on enhancing storytelling through technology presented the innovations brought on by small language models (SMLs) to screenwriters and IP universe builders.

Othelia, based in Australia and Los Angeles at the renowned Entertainment Technology Center (ETC), aims to preserve the magic of storytelling while adapting to the AI age.

Smith emphasized Othelias mission to collaborate with bold storytellers globally, providing them with cutting-edge tools and resources including custom language models trained on books and well known IP, as well as opportunities for writers to visualize their beats directly from the scripts to storyboard in various formats and styles.

For more information and exclusive demos of their tools, Smith invited attendees to explore Othelia's website and solutions.

Anna Giralt and Jorge Caballero, co-founders, researchers and curators of Artefacto Films, explored the transformative role of Artificial Intelligence (AI) in documentary and feature length filmmaking in the independent sector. With seven years of experience in integrating AI into their projects, in their work Anna and Jorge focus on generative and discriminative AI to create innovative narratives and visual experiences. Their approach, as outlined during the presentation, centers on three key areas: AI-driven film production, educational initiatives such as workshops, and the development of AI tools for independent filmmakers.

They have further collaborated with major players in the generative AI space including Pika, Hugging Face, and Runway Studios.

In his speech Jorge highlighted the importance of understanding different AI types, distinguishing between generative and discriminative AI. He noted that while generative AI captures attention, discriminative AI is essential for identifying patterns and simplifying complex filmmaking tasks. As example, Artefacto has applied AI to enhance narrative development, exemplified by a film about two brothers in post-conflict Colombia, where they analyzed voiceover patterns to deepen emotional and thematic elements. Additionally, the team utilized AI to analyze over 10,000 images of a right-wing politician in Spain, uncovering visual iconography and social media messaging that traditional methods might miss.

Anna furthermore discussed ongoing generative AI projects, including a film examining non-lethal weaponry and police behavior, where AI models analyze extensive archival footage to evaluate ethical implications.

Anna and Jorge also introduced the Open Docs initiative in collaboration with Runway Studios, supporting documentary filmmakers in adopting AI with a focus on diverse global projects, especially from underrepresented storytellers. Both encouraged the audience to explore AI's potential to revolutionize documentary filmmaking and urged creators to familiarize themselves with AI tools to enhance analytical depth and storytelling.

In his high energy keynote, an AI directing celebrity, filmmaker and technologist Dave Clark shared insights into the transformative impact of artificial intelligence (AI) on the Hollywood based industry.. Drawing from his personal journey, Clark emphasized that AI tools are reshaping the landscape while democratizing creative storytelling.

He began with a personal anecdote about his transition from traditional filmmaking to utilizing AI technologies, explaining how innovations like virtual production enhance creativity, allowing filmmakers to execute ideas once deemed unattainable within the conventional Hollywood framework including bringing stories to screen that otherwise would not get greenlit at all.

The COVID-19 pandemic prompted Clark to delve deeper into AI as a creative outlet, experimenting with tools like DALL-E and Midjourney. These technologies enabled him to visualize and pitch projects with greater clarity, capturing the attention of industry leaders such as legendary Ridley Scott. Clark highlighted various essential AI tools, including OpenAI's ChatGPT and Runway Gen 3, underscoring their democratizing effect especially for getting film concepts greenlit.

He argued that these technologies empower anyone with a story to tell, provided they grasp the fundamentals of storytelling and production. Describing his filmmaking process as an iterative cycle of ideation, exploration, and production, Clark showcased projects like "Battalion," which tells the story of the only Black unit to storm Omaha Beach during World War II.

He thus illustrated how AI facilitates storytelling that challenges historical narratives without relying on traditional gatekeepers. Addressing ethical considerations, Clark stressed the importance of representation and authenticity in AI-generated content, arguing that outputs often reflect user input rather than the technology itself and great prompting can overcome the bias and limitations of popular AI tools.

Thus, Dave firmly advocated for diverse storytelling that captures a broad range of human experiences.

In conclusion, Dave Clark set forth a vision for an industry where AI becomes staple in filmmaking especially in the light of the recent Lionsgate/Runway collaboration, predicting the emergence of new genres and production methods. He views AI as a superpower that empowers storytellers to push creative boundaries, encouraging a new generation of filmmakers to dream bigger and bolder.

Fabrice Nadjari, a celebrated engineer, educator at Stanford, and co-founder of Mini Studio, explored the cutting edge potential of AI for the independent animation industry, particularly within high quality children's entertainment. He specifically stressed the intricate relationship between technology, storytelling, and purposeful content creation.

Mini Studio positions itself as an AI-native animation studio, integrating technology with storytelling to create meaningful narratives that support children's emotional and cognitive growth. Fabrice emphasized that their content is intentionally designed with technology as a core element. A standout point in his presentation was the remarkable cost efficiency achieved by Mini Studio in animation production.

Unlike traditional studios that require extensive teams and budgets, Mini Studio produces high-quality content with a small team of about ten people, drastically reducing production costs. Fabrice introduced "The Fuzzlets," an global hit series and rapidly growing IP that represents the first viral AI-native animated show for children. Set in the enchanting world of Joyville, these characters deliver engaging stories that have captivated approximately 20 million viewers monthly through social media, challenging conventional animation norms.

Addressing popular misconceptions about AI's role, he emphasized that Mini Studios' unique model ensures essential human contributions at every stage of the animation process. From writing to design and storyboarding, skilled creators enhance the capabilities of AI, ensuring that technology complements rather than dominates the narrative.

Looking ahead, Mini Studio is pioneering personalized animated experiences, allowing children to insert their avatars into storytelling. This innovative approach deepens engagement and fosters a unique connection, making children active participants in the narrative.

Thus Fabrice’s keynote presented a significant shift in the entertainment landscape, where AI and storytelling converge to create purposeful, engaging content in a unique combination where human creativity is augmented and optimized by custom built AI tools. Currently Mini Studio uses a proprietary API based system to work with all major creative AI platforms, but in wrapping up Fabrice envisioned that multimodal creative AI tools will be available for everyone within the next 18 months.

Amit Pate, founder and CEO of Pentopix, unveiled at Picture This a revolutionary approach to content creation that leverages AI-assisted tools to enhance efficiency and creative control.

Recognizing the challenges inherent in traditional content creation—particularly its cost and time constraints—Amit introduced Pentopix as a pen-to-pixel platform that transforms scripts into immersive 3D scenes. This cutting edge approach aims to simplify the storytelling process across various mediums, including film, advertising, and gaming.

Pentopix disrupts the conventional content production model by offering a cohesive AI-driven workflow. Unlike other AI solutions, it integrates AI into existing processes, promoting collaboration and streamlining transitions between pre-production, production, and post-production phases.

This seamless integration enhances productivity and fosters creativity among teams. The standout feature of Pentopix is its ability to convert scripts into fully realized 3D scenes. Users can easily customize characters, assets, and environments, thereby exercising complete creative control. The platform encourages real-time collaboration, enabling different departments to work together efficiently while the AI ensures consistent outputs, mitigating radical changes during scene regeneration.

The Pentopix process begins with script ingestion, where Natural Language Processing (NLP) parsers analyze the script to identify actions, interactions, and characters. This information guides the creation of basic 3D scenes, which can then be customized using reinforcement models. The underlying Unreal Engine renders these scenes, providing options for high-quality exports in industry-standard formats. Creators can upload scripts to generate scenes without needing extensive technical knowledge, and multiple users can collaborate in real time to optimize set designs and cinematic shots.

With versatile export options, finished projects can be refined further in tools like Blender and Unreal Engine, while the AI maintains scene consistency, preventing unexpected changes. Pentopix serves a wide range of applications, including pitch design, pre-visualization, storyboarding, and virtual production set design and thus tremendously optimizes the work of creative teams from set designers to virtual production producers.

Christina Caspers-Roehmer, CEO of Europe’s Virtual Production and VFX heavyweight Trixter, provided in her AMA (ask me anything) session a comprehensive overview of virtual production tips and takeaways. She began by discussing the transformative impact of virtual production on the overall creative filmmaking process Drawing from her background as the former managing director at pioneering Dark Bay V and her current role as general manager at Trixter, she emphasized the critical need for filmmakers to embrace VP to enhance their storytelling capabilities. Christina recounted the creation of Dark Bay, which was once the largest LED installation globally for the series 1899. Despite its initial promise, Dark Bay faced economic challenges that ultimately led to its closure. This experience prompted a strategic shift towards modular and pop-up virtual stages in US and Europe, which are more sustainable and financially viable for future projects.

One of the key takeaways from Christina’s presentation was the economic viability of virtual production. She emphasized that while the initial investment might be high, the long-term benefits—such as savings on locations and reduced post-production costs—make it a worthwhile investment. She showcased advancements like using turntables for rapid set modifications, leading to more efficient shooting schedules and minimizing downtime during production.

Christina also addressed the skepticism surrounding virtual production, often rooted in past negative experiences, highlighting that skilled operators and thorough preparation are crucial for successful outcomes.

Christina also discussed the integration of AI and machine learning in virtual production processes at Trixter such as face replacement, showcasing the potential of these currently custom developed solutions to enhance storytelling and operational efficiency.

In conclusion, her message was clear: European filmmakers should embrace virtual production, collaborate with experienced professionals, and contribute to the industry’s evolution not to start lagging behind the independent and studio ecosystems in US and elsewhere.

The closing fireside chat session, a traditional wrap up of Picture This, moderated by Danish VFX supervisor and producer Mikael Windelin, focused on exploring three different case studies of recent production innovations from independent regional and European productions.

Renowned Danish feature director Fenar Ahmad discussed his upcoming documentary Normalize, which incorporates AI-generated animation to depict the complex journey of a reformed individual.

Drawing inspiration from 'Spider-Man: Across the Spider-Verse', Ahmad highlighted his missionl of achieving aesthetic diversity on a limited budget, underscoring the importance of storytelling with the key takeaway: “Keep focused on the story. It’s the obstacle,” reinforcing that narrative should always take precedence over technology.

With a team of three Ahmad and his collaborators developed concepts for illustrating the main characters transformation from a violent prison inmate to a writer who has regained his humanity with open source 3D tools such as Blender and transforming the animations to production ready concepts through over the counter AI tools.

Nils Pauwels presented a case study of recent confidential productions from Ready Set Studios where virtual production plays a key role for European indies and streamer’s projects. A key recommendation of Nils Pauwels echoed the suggestion from the Norwegian team that all crew members need to be on board for virtual production. He also reminded attendees to “Never use technology just for the sake of it; it should add to the storytelling.”

Finally, Espen P.A. Lervaag and Jon Sverre Høiden from Norway showcased their upcoming Christmas series Santa's Last Chance, which fully utilized virtual production techniques. They explained how virtual sets allowed them to create vast, imaginative worlds while staying within budget. While originally hesitant, virtual production helped the show to expand the story universe and deliver higher production value. As Lervaag noted, “We can now pitch a universe that is big because we know we can create that environment.”

The conference closed with Sten Saluveer and the audience thanking the participants for an extraordinary conference and welcoming them back to the 2025 edition.