Fremantle AI label unveils first project

A short-form series about famous paintings is the subject of the debut project from Fremantle’s AI-focused label Imaginae Studios.

Art Awakens uses generative AI to reimagine masterpieces spanning five centuries, from Jan van Eyck’s The Arnolfini Portrait to Edward Hopper’s Nighthawks. Each episode opens on the original artwork before inviting audiences to step inside the painting’s world to explore each piece’s emotional and narrative inspiration.

The series, which starts with Edvard Munch’s The Scream, was created in collaboration with Hilario Abad, a Spanish AI filmmaker. Other artworks featured are The Great Wave by Hokusai, The Starry Night by Vincent Van Gogh and Whistler’s Mother by James McNeill Whistler. The first episode is already available

Fremantle launched pan-genre Imaginae Studios last year and Art Awakens is billed by Fremantle as an example of the standalone label’s ambition to build an IP catalogue of “genuine creative merit” and to pioneer generative AI as a serious creative medium to unlock new forms of storytelling through AI-native production.

Art Awakens is also designed to showcase the type of projects Imaginae is developing for global audiences, and which have the potential for future partnerships across broadcasters, publishers and online platforms. Further information on the series’ rollout and distribution will be announced in due course.

Andrea Scrosati, Fremantle’s group chief operating officer and chief executive of continental Europe, said Art Awakens is an “important project step” for the nascent studio.

He said: “From the outset, our ambition has been to give new creative talent the space to experiment and the freedom to realise bold ideas using incredible AI tools. I believe this series is a perfect demonstration of that in action.

“It shows how generative AI, guided by creative instinct and craft, can unlock new forms of storytelling and create meaningful, culturally resonant content for global audiences.”

James Duffen, chief executive of Imaginae Studios, added: “Art Awakens is exactly why Imaginae exists. Generative AI is a new creative language and when applied with taste, craft and cultural sensitivity, it allows us to tell stories that were previously impossible.

“This series isn’t about improving great art; it’s about revealing what was always there. We’re inviting audiences who might never set foot in a gallery to experience these masterpieces in a way that feels intimate and emotional.”