Not just how, but when: applying AI with creative judgement

At Plastic Pictures, we are “idea shapers”, continually exploring emerging technologies to unlock new creative possibilities and elevate our offering. Innovation is exciting, but experience has taught us that the real advantage lies not simply in adopting new tools, but in understanding when they genuinely add value.

AI is no exception. While it is no longer new, unlocking its true potential has required rigorous experimentation. Not just to determine how it can be used, but where it should be used and where it shouldn’t.

‘The Green Man’ was our opportunity to put that philosophy into practice. A short film and dark comedy that explores the delusions of a green morph suit man in Hollywood. But for us it was also an experiment where craft met AI head-on. Designed as a passion project, it became a live test of the technology’s capabilities and constraints.

From the outset, our ambition was clear. We wanted to preserve the craft of filmmaking while integrating AI with purpose. The benchmark wasn’t whether AI could be used, it was whether its use enabled something that traditional production processes, within our timeframe and budget, could not.

Time and budget are the two constants that shape any production. With AI as a creative partner, we were able to transcend both. It allowed us to explore plotlines that would have otherwise fallen prey to complex logistics or lack of time. While the final film could technically have been produced through conventional means, it would not have been achievable within our budget and timeframe.

Equally important, however, were the moments where we chose not to rely on AI.

AI-generated voiceovers are becoming more frequent, and in the right context they can be effective. But The Green Man required a person to bring the nuance of intonation to life. It needed an actor to inject personality and bring dimension to the role. AI could have delivered words. It could not have delivered a presence. The question was never “Can it do this?” but “Will it elevate this?” In this case, the answer was clear.

We discovered the decision to use AI needs to happen not just at the start of the project but at regular intervals throughout. Only then can its strengths be maximised without compromising craft.

And it’s not just us: we have seen this time and again from various brands.

Coca-Cola has been both celebrated and criticised for its experimentation with AI. Attempts to recreate its iconic Christmas ad through AI sparked backlash, demonstrating how excitement around technology can sometimes outpace strategic judgment. Yet its ‘Masterpiece’ campaign showed the opposite, AI seamlessly integrated with iconic art and storytelling to enhance brand equity rather than distract from it.

Similarly, Osprey Charging Network’s ‘Visions of the Future’ campaign used AI to transform children’s imagination into real-time realities, delivering emotional impact at speed and scale while serving a clear narrative purpose.

The common thread is human judgement. AI is not a shortcut to creativity; it is a tool that, when applied with care, can expand it.

We are excited by the possibilities AI presents and committed to exploring how it can meaningfully elevate our work. At the same time, we remain focused on the critical question: not just how to use AI, but when its use will truly give the content more impact.