Max Alexander joins the company from Vine FX to lead the new unit

Max Alexander Deep Fusion

Deep Fusion has launched a division dedicated to generative AI-powered VFX. 

It will focus on combining generative AI visuals with traditional CGI, aiming to bridge the gap between AI’s natively limited 8-bit H.264 output and broadcast-quality VFX. It will deliver in formats like ProRes 444XQ & EXR, and provide services such as anonymisation, archive colourisation, and image-to-video transformations. 

Max Alexander joins Deep Fusion to lead the new unit, arriving after almost 15 years in the industry. He was most recently head of 2D and composition at Vine FX, and has also worked at the likes of DNEG, BlueBolt, Nvizable, Union, Lexhag, Electric Theatre Collective, Framestore, and One Of Us, with credits including Boat Story, The Witcher and The Lazarus Project. 

Alexander said: “I am very excited to join the Deep Fusion team at a time of such untapped opportunity. AI is opening up these new creative pathways and a key future challenge is creating an effective hybrid workflow that combines traditional methods with rapidly evolving new ones. Deep Fusion is in a great position to achieve this and it’s a fascinating future - I am eager to see what visuals we will create together.”

Benjamin Field, co-founder and CEO of Deep Fusion said: “Max joining Deep Fusion is a really important moment for the company as it clearly demonstrates our commitment to ensuring that human creatives remain at the centre of the work we do. Max’s track record speaks for itself having worked at some of the most respected VFX houses bringing real-world insight into how the future of VFX will work and evolve.

“He has already been instrumental in the creation of our DFX pipeline, which has moved Gen AI video away from low-bit rate consumer models into a high-quality, high-fidelity era - empowering future producers whilst enabling them to produce the highest quality output at a price point that the industry can afford.”

Deep Fusion has previously specialised in AI-powered production, working on documentaries for Topfoto as well as creating interview series Virtually Parkinson. It also has a division to provide the tech it uses on these projects to third parties.