AI PROJECTS
by Andy Lambert
AI PROJECTS
by Andy Lambert
Andy Lambert is a commercials director and AI director working across AI commercials, generative video and short films alongside his live-action work. His films combine cinematic storytelling, humour and strong visual craft with AI-driven production techniques.
"I approach AI filmmaking in the same way I direct live-action: shaping every shot through deliberate decisions about framing, pacing, tone and performance. AI becomes another filmmaking tool – guided through human direction and careful selection to create stories and characters that feel engaging, believable and emotionally alive.
The process combines traditional directing craft with technical problem-solving: designing workflows that allow specific shots, performances and visual worlds to be realised.
I am currently in conversation with agencies and brands about AI campaigns. If you’d like to explore what can be achieved with this new form of filmmaking, please get in touch."
Here's an interview I did with LBB (Little Black Book) about directing, AI and comedy…
https://lbbonline.com/news/How-Andy-Lambert-Is-Diving-Head-First-Into-AI-Filmmaking
Andy Lambert is a commercials director and AI director working across AI commercials, generative video and short films alongside his live-action work. His films combine cinematic storytelling, humour and strong visual craft with AI-driven production techniques.
"I approach AI filmmaking in the same way I direct live-action: shaping every shot through deliberate decisions about framing, pacing, tone and performance. AI becomes another filmmaking tool – guided through human direction and careful selection to create stories and characters that feel engaging, believable and emotionally alive.
The process combines traditional directing craft with technical problem-solving: designing workflows that allow specific shots, performances and visual worlds to be realised.
I am currently in conversation with agencies and brands about AI campaigns. If you’d like to explore what can be achieved with this new form of filmmaking, please get in touch."
Here's an interview I did with LBB (Little Black Book) about directing, AI and comedy…
https://lbbonline.com/news/How-Andy-Lambert-Is-Diving-Head-First-Into-AI-Filmmaking
AI COMMERCIALS
These spots demonstrate different approaches to AI advertising, from fully AI-generated films to hybrid techniques. My focus is always the same as in live-action advertising: clear ideas, controlled storytelling and strong visual direction and comedy moments.
A high-energy tennis commercial where explosive power meets playful humour.
• Fully AI-generated spec commercial directed shot-by-shot using prepared still-image references
• Maintaining character consistency across the film
• Controlling wardrobe, locations and tennis racket strings across ad
• Combining a dynamic sports aesthetic with playful comedic touches
• Creating pyrotechnic effects with a combination of AI and traditional VFX
Vignette-based cinematic comedy ad about the importance of staying awake for life's more exciting moments.
• AI-directed spec commercial built through carefully prepared image references
• Maintaining character continuity within each story vignette
• Controlling wardrobe, locations and overall cinematic look
• Designing, animating and compositing the Loch Ness Monster entirely within AI
• Directing comedic timing in a similar way to a live-action shoot
A character-driven, Pixar-like commercial about a lonely misshapen carrot facing rejection wherever it goes
• AI-generated spec commercial constructed shot-by-shot with controlled visual references
• Hybrid workflow incorporating photographs of real locations (eg. Borough Market)
• Maintaining character continuity and animation style for the carrot across multiple scenes
• Directing the story as a character-driven narrative with an empathetic arc and redemptive ending
AI SOCIAL FIRST
AI lends itself naturally to social-first advertising, where striking visuals and fast production are key.
Commissioned social ad from Wizz Air promoting tie-in with AS Roma football team
• Hybrid-AI workflow incorporating licensed archive footage of Rome
• Maintaining accurate aircraft details while generating new AI environments
• Creating the sense of a moving aerial camera flying alongside the aircraft
Vertical social ad about an intimate moment.. interrupted
• AI-directed spec ad extending the concept and tone of the 60-second Neutonic commercial
• Demonstrating how AI can scale ideas across a wider campaign
• Use of copyright-free AI-generated music from Suno
• Creating a convincing nightclub atmosphere and dance-floor energy
AI SATIRICAL FILMS
Alongside commercial work, I make short AI films exploring narrative and comedic possibilities in the medium. I believe AI can be particularly effective for satire and sketch comedy and this is an area I would like to explore further.
Satirical film about Martian immigration enforcement
• Fully AI-generated satirical film / comedy sketch written and directed in response to current political themes
• Creating a cinematic sci-fi tone with unexpected comedic turns
• Designing ICE-inspired Martian characters and interrogation environments
AI PRODUCTION NOTES
AI video production can take several forms depending on the project — from fully AI-generated films to hybrid productions combining live-action performances with AI environments. With a background directing live-action commercials and VFX-heavy shoots, I’m very comfortable integrating actor performance with AI worlds when required.
Gen-AI films are directed shot-by-shot using controlled visual references, allowing character performances, cinematography and storytelling to achieve the same level of realism, continuity and intent expected from a live-action production.
Production timelines are typically much shorter than traditional shoots, while still allowing for controlled storytelling and visual direction.
As with traditional live-action production, commercial AI projects are developed with careful attention to usage rights and likeness permissions.
AI video production can take several forms depending on the project — from fully AI-generated films to hybrid productions combining live-action performances with AI environments. With a background directing live-action commercials and VFX-heavy shoots, I’m very comfortable integrating actor performance with AI worlds when required.
Gen-AI films are directed shot-by-shot using controlled visual references, allowing character performances, cinematography and storytelling to achieve the same level of realism, continuity and intent expected from a live-action production.
Production timelines are typically much shorter than traditional shoots, while still allowing for controlled storytelling and visual direction.
As with traditional live-action production, commercial AI projects are developed with careful attention to usage rights and likeness permissions.