As the lines between live-action, virtual production, and AI continue to blur, brands are asking the same question: “What’s the smartest, and fastest, way to bring this idea to life?” Our production team breaks down five trends redefining how campaigns get made, and what clients should consider when mapping their content strategies in 2025.

TLDR: Live filming isn’t dead. AI has its limits. In 2025, smart brands choose what works—fast. Here are 5 trends shaping production strategy.

Trend 1: AI as an amplifier, not a shortcut

AI is best used to elevate live-action footage, adding speed, texture, and scale without replacing the creative foundation.

Strategic Takeaway: Don’t assume AI means cheaper. Speed should be viewed as a premium, like overnight shipping; faster doesn’t always mean less expensive, especially when quality is a concern.

Trend 2: Curiosity is outpacing understanding

Clients are navigating AI with both excitement and hesitation, seeking clarity around what’s possible, ethical, and effective.

Strategic Takeaway: Clarify your comfort with AI early. Set clear expectations about where and how AI fits into your brand work to avoid misalignment later.

Trend 3: Emotional authenticity still wins

Visual tricks won’t carry a story if it doesn’t land emotionally; authenticity and intention still outperform spectacle.

Strategic Takeaway: Be wary of the “race to the bottom.” Don’t trade quality for quantity. Instead, focus on making better work, not just more of it.

Trend 4: Creative toolboxes are getting deeper

Smart production starts with the end in mind, pulling from a range of tools, including AI, live action, virtual, and motion graphics—based on what the idea demands.

Strategic Takeaway: As toolboxes expand, expertise matters more than ever. AI can enhance creativity, but it’s most powerful when paired with foundational skills. Teams that know when and how to combine the right tools will outpace those relying on shortcuts.

Trend 5: Ethics and transparency are non-negotiable

With growing scrutiny around AI use, disclosure, and intent are critical to building trust and staying compliant.

Strategic Takeaway: Lean on your agency’s experience. The tools are accessible, but expertise in how and when to use them is what protects your brand, and makes the work smarter.

So, What Now?

Whether you're building a campaign or rethinking your production approach, the smartest decisions in 2025 come down to strategy, knowing when to shoot live, when to go virtual, and where AI fits in. Align early, lead with intention, and don’t sacrifice quality for speed. Want help making the right call?

Let’s talk. Reach out to see how we’re guiding brands through smarter, sharper content production.

STRIKING STATS

• 78% of consumers want AI-created digital content to be clearly labeled, highlighting that transparency is now a key expectation for trust in digital marketing. (Edelman Trust Barometer)
• In 2025, 41% of brands utilize AI for video creation, up from 18% in 2024, demonstrating the rapid adoption of AI by marketers to enhance efficiency and quality. (Wistia)‍
• By 2028, 83% of digital marketers will routinely use AI-generated videos to personalize ad campaigns, harnessing AI’s power to create content that connects deeply with individual viewers—driving stronger engagement and higher conversion rates. (Zebracat)

LIGHTNING ROUND

• John Searles joins as our AI Innovation Lead, fueling our mission to rebuild how ideas are made: faster, smarter, and built for scale.
• Melanie Hatcher joins as VP, Client Partnerships, bringing powerhouse experience across agency and brand roles to lead major accounts and drive what’s next.

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