David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

START-UP WITNESS STUDIOS PROMISES HUMAN STORIES.
13 March 2024

Nestling amidst the emails bragging about projects created using AI sits a refreshing proposition from a start-up company that's promising the polar opposite.

Founders Simon Frost and Ben Hanson know a thing or two about delivering human-driven narratives from their time at Borderland Studios, and they're promising the same raison d'etre for their new venture... Witness Studios.

In 2022, the duo delivered a film for Dell that picked up the Pharma Grand Prix at that year's Cannes Festival of Creativity. It was described by the jury president as a "piece of work [which] blew our minds... the way in which they manage, through the user experience, to tell a very simple story about their condition to loved ones, friends and family."


A few years earlier, the duo worked with Droga5 London on an ambitious project which sought to persuade people to pay attention to the crisis generated by the unsafe disposal of plastic, focusing on the way it's affecting those living in the developing world.


Theirs is a determinedly purpose-based approach and they clearly have the expertise to achieve a genuinely authentic approach, and their principled opposition to the use of AI becomes another piece of a jigsaw which promises an ethical approach which is 360°.

Simon Frost recognises that AI will have a profound impact if it continues to be wisely adopted, but it's one with a considerable upside for companies like Witness which resist its encroachment: "We're seeing with AI video generation like Sora that much of what we do as an industry will soon be available with a few well-crafted text prompts, Once this takes over, the value and appetite for genuine human experiences, authentic expression and real-time moments captured on film will only increase.”

For more on Witness, contact Rose Wilkinson using rose@raconteusepr.co.uk or 07878 564258.

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