Staples

AI should never look like AI

We’ve welcomed comedy director Alex Cooper to the Irresistible roster. His five fully AI-generated films for Staples show what happens when specialist filmmaking skills shape every part of the production.

A good film should have a visual identity of its own. Someone has to decide what its world looks like, how its characters behave and where the camera belongs. Without those decisions, it’s easy to end up with something polished but generic.

AI hasn’t removed the need for that judgement. It has given filmmakers a different way to put it to work.

Take Alex Cooper’s five films for Staples. They’re 100% AI, but behind them was a team with very recognisable filmmaking disciplines: Alex directing, alongside an AI operator, editor, DP, art director and casting director.

That combination matters. Each person brings a trained eye to a different part of the film. Together, their decisions give the work its character.

Comedy needs a filmmaker’s eye

Alex comes to directing with experience on both sides of the camera. An ex-agency creative, he has also worked as a scriptwriter, actor and circuit comedian. He understands how an idea develops on the page, how a performance carries it and how easily the timing can change the joke.

Based between London and Mexico City, Alex directs in English and Spanish. His commercial work includes campaigns for Netflix, Meta, Toyota, EA Games, Audible, Sky, CeraVe and Experian.

His combination of comedy experience and cinematic craft is particularly relevant to AI. A convincing image is a starting point. Making a scene funny requires choices about expression, staging, rhythm and the moment to cut. Those choices still need directing.

A distinctive film starts with deliberate decisions

The Staples films work because specialist commercial filmmaking experience shaped the work across the board.

The tools are different. The need for a coherent creative vision runs through the whole process.

That’s the approach we bring to AI production at Irresistible: experienced filmmakers working together, with a clear idea of what the finished film should be.

Alex’s arrival adds a distinctive comedy voice to that offer. His reel is a good place to see why filmmaking experience matters, whatever tools make the pictures.

If you need an AI film that doesn’t look like AI, contact Lisa at Irresistible.