Framestore appoints Theo Jones as creative director, AI

Framestore has promoted Theo Jones to the newly created role of creative director, AI.

He will manage the global rollout of Futon, a new platform Framestore has designed to integrate machine learning and generative AI directly into the visual effects pipeline.

Framestore says Jones will pioneer how Framestore unlocks new storytelling possibilities for directors, brands and clients through visual effects.

His role focuses on bridging the gap between rapidly evolving AI technologies and the precise requirements and creative excellence of high-end film production, advertising, episodic and immersive experiences. 

Jones received an Academy Award nomination for his work as visual effects supervisor on Disney’s Christopher Robin. His credits also include Guardians of the Galaxy Vol. 2 and Paddington 2. 

He has also worked on innovative projects such as the Cannes Lion winning 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 HQ.

He oversaw Fuse, a VFX pipeline with the Unreal Engine at its heart, to produce the experimental short film Flite, while his expertise in AI is well established through leading several grant-funded R&D projects exploring deepfake technology and digital humans.

“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,” says Jones. “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.”

Futon is a dedicated platform built to harness the power of AI within a secure environment, says Framestore. Users can create complex AI/ML workflows and package them into accessible tools for non-expert artists, helping to upskill colleagues across Framestore’s global network of studios. A core pillar of the platform is providing full model provenance, ensuring complete accountability and transparent usage of all AI-assisted content for clients.

Mel Sullivan, CEO of Framestore, said: “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. 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.”