FIXSPEED Expands AI-3D Hybrid Production Beyond Advertising to Music Videos and Live Performance Content
TECHWORLD ·
✦ AI Summary
FIXSPEED is expanding its hybrid content production built on generative AI, 3D, and VFX.
The expansion will extend from advertising to entertainment, artist music videos, and live performance visual content.
AI image and video generation technology is applied to early concept development and scene visualization, while 3D technology is applied in areas where space, object structure, and camera movement are important.
AI- and 3D-driven creative tech company FIXSPEED is expanding its hybrid content production built on generative AI, 3D, and VFX. The expansion will extend from advertising to entertainment, artist music videos, and live performance visual content.
FIXSPEED is also applying the AI- and 3D-based production process it has used for TVCF, TVCM, brand films, and digital ads to content that brings artists' musical worlds and visual concepts to life. The production process includes creative planning and concept visualization using generative AI.
The production process also applies an integrated workflow that links 3D space creation, animation, VFX, and post-production editing. Entertainment content often requires spaces that are difficult to realize in the real world, surreal scenes, and visual effects depending on an artist's musical identity and concept.
Accordingly, FIXSPEED uses AI image and video generation technology for early concept development and scene visualization. It also applies 3D technology in areas where space, object structure, and camera movement are important.
In music video production, the company first uses the music mood, the artist's identity, and the message to be delivered as key criteria to design the visual concept and storyboard. It then carries out AI-based visualization work and reviews the directorial direction based on that output.
After that, it separates scenes that require actual filming from those that can be realized through digital production. Scenes featuring the artist are handled by combining AI, 3D, and VFX with live-action footage, making it possible to connect real people with virtual spaces. It can also add backgrounds that would be difficult to create through live shooting alone, as well as visual effects that would be difficult to achieve through live shooting alone.
During production, the company reviews AI-generated outputs before compositing and then carries out post-production corrections. The goal is to maintain visual consistency across scenes in terms of the artist's face, body proportions, movement, and clothing.
This approach is also leading to a broader application of the technology in performance content. Production targets include large LED visuals and media art for concerts and performance stages, 3D spatial content, and immersive video, all tailored to the performance concept and delivery environment.
When producing VR and XR immersive content, the company designs the 3D space first at an early stage and reviews it against the viewer's perspective, spatial structure, device-specific delivery conditions, and suitability for the final platform. Because the user's viewpoint, device environment, and platform conditions are directly tied to the result, the process is structured so that the direction of the 3D space and the production method are set together from the beginning.
In existing advertising production, the company determines the mix of AI, 3D, and VFX technologies based on the brand message and product features, and expands the output into TVCF, TVCM, digital ads, short-form content, and FOOH. Depending on the project, it also chooses between live-action and digital production, or combines the two methods.
A FIXSPEED representative said the value of AI and 3D technology lies not only in improving production speed but also in making it possible to express scenes and worlds that are difficult to realize in traditional production environments. The representative added that brand advertising and artist music videos have different messages, but share the same production principle of realizing creativity through technology.
The speaker said that what should come first in creating content is planning that precedes production in order to understand the artist's musical identity and visual world. AI, 3D, and VFX, the speaker added, are technical means for realizing that plan.
Based on this direction, FIXSPEED plans to continue advancing its hybrid production process to fit each project's production purpose and technical requirements. It also plans to expand its AI- and 3D-based creative production into TVCF, TVCM, brand films, artist music videos, concert visuals, VR and XR performance content, media art, and immersive brand experience content.
Source: TECHWORLD · Kim Kyung-joo
Original: https://www.epnc.co.kr/news/articleView.html?idxno=408435
References
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Source: TECHWORLD
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