The Role of AI in a Creative Studio
At Content Creatures, we’ve always believed in exploring every avenue to tell compelling stories for our clients. With the rise of AI, we’re developing new ways to support our creative ideas while maintaining a high standard of quality and authenticity.
Recently, we embarked on a project for TMF Group aimed at elevating their employer brand. This project provided an opportunity to leverage AI tools in animation and voice modulation to transform still images and raw voice recordings into a cohesive, engaging narrative that speaks directly to a younger, globally minded audience.
Below we’ll discuss how AI tools like Runway and Eleven Labs helped us bring still images to life and create diverse, regionally tailored voiceovers that resonate with TMF’s target audience.
Bringing Still Images to Life
The TMF project presented a unique set of creative needs. TMF Group wanted a video that would appeal to employees and potential hires between 25 and 35 years old, a demographic that values authentic storytelling. The brief specified the importance of avoiding traditional corporate tropes, leaning instead toward dynamic visuals and voices that could communicate the global reach and people-focused nature of TMF’s brand.
However, budget constraints meant that a live-action shoot across multiple international locations was not an option. Instead, we needed to use stock footage and still photography of models to represent TMF’s global workforce. The challenge was creating a visually cohesive and lively narrative despite the inherent limitations of still images. This is where AI proved invaluable.
Before reading about how we made the film, check out the finished video:
Using Runway to Animate Still Images
Why Runway?
After testing a few options, Runway emerged as the ideal tool for our needs. This AI-powered platform enabled us to take static images and add subtle movements, transforming them from simple visuals into believable moving footage elements. Runway’s features allow for streamlined animation processes, which meant our team could focus on creating consistent movement that supported the narrative.
The Process
With Runway, we developed a series of sequences to simulate natural movements, such as the shifting gaze of a model or the subtle flicker of environmental elements, which made the scenes feel alive. The process was simple yet effective: starting with the still images, we used Runway’s interface to apply motion prompts.
Runway not only saved time but also helped us achieve our creative goals within budget. The animated stills allowed TMF’s message to shine through, making the characters appear as real participants in a global conversation rather than static models.
Recording Voiceovers Across the Globe
To add an additional layer of authenticity, we coordinated voice recordings from multiple regions, including South America, Asia, and the United States. TMF wanted these voices to come from their own employees, ensuring the narration reflected genuine experiences rather than generic scripts. Recording was done via phone or webcam, creating guide tracks that captured each person’s tone and cadence naturally and unfiltered.
Working with TMF’s regional staff as narrators enabled us to capture a diverse range of perspectives. Each contributor brought a unique voice to the project, helping us to shape a story that felt authentic to TMF’s global reach.
Voice Modulation with Eleven Labs
The Need for Consistency and Personalisation
Given the varied quality of recordings and differences in accent and tone, achieving a consistent and professional sound across all voiceovers was essential. We chose Eleven Labs, an AI-powered voice modulation tool, to enhance and unify these regional recordings while preserving the unique qualities of each voice. Eleven Labs allowed us to adjust the modulation, intonation, and tonal consistency of each voice, ensuring they all fit harmoniously within the narrative.
Creating Unique Voice Profiles
With Eleven Labs, we created a unique profile for each regional ‘character’ based on the guide tracks provided by TMF staff. We then used the AI to refine these voices, maintaining the authentic accents and subtle vocal nuances of the original speakers. This approach allowed each voice to retain a sense of individuality while ensuring the overall narration flowed seamlessly.
Interestingly, when we played back these AI-modified voices to the original speakers, they found the voices believable, expressing surprise at how well they matched their own intonation and regional accent.
How AI Supports Creativity Without Replacing It
For many in creative industries, the rapid advancement of AI can feel daunting. As content creators, we’re aware of the potential for AI to impact jobs, but we also see it as an ally rather than a threat. At Content Creatures, we view AI as a set of tools to support creativity—similar to how we use Photoshop or 3D software. When used thoughtfully, AI extends our creative capabilities, helping us achieve results that were once possible only with larger budgets and longer production timelines.
In the TMF project, AI allowed us to create a dynamic, globally resonant narrative that stayed true to the brand’s ethos of fostering connections across borders. While the technology enabled us to achieve more with less, the human touch remained at the heart of the project, from TMF staff narrations to the intentional design choices in each animation.
Looking Forward
As we continue to integrate AI into our workflows, we see exciting opportunities for deeper personalisation, richer narratives, and more streamlined processes. With tools like Runway and Eleven Labs, the future holds promise for a new era of creativity where AI supports rather than replaces the human imagination.
