Imagine a world where creating blockbuster movies or viral ad campaigns no longer takes armies of artists toiling for months—where technology whisks you from concept to screen in weeks, all while keeping the heart and soul of storytelling intact. That's the thrilling promise of Obsidian, the AI-powered studio startup launching this week in partnership with Imagine Entertainment. But wait, is AI really the hero here, boosting human creativity, or is it a sneaky disruptor that might one day overshadow the artists themselves? Stick around, because this is where things get fascinating—and a bit controversial.
Obsidian, which you can learn more about at their website (https://obsidian.studio/), kicks off its journey hand-in-hand with Imagine Entertainment (https://variety.com/t/imagine-entertainment/), the renowned film and TV production powerhouse founded by Brian Grazer and Ron Howard. Far from being just another AI gimmick, Obsidian's mission is to harness cutting-edge technology to supercharge creative professionals in the worlds of entertainment and advertising. Picture this: filmmakers and ad wizards using AI to streamline their processes, making productions faster and more efficient, while amping up the emotional impact that draws audiences in like never before.
Founded in January 2025, Obsidian was brought to life by Wes Walker, a seasoned commercial director from Texas, and Louis Gheysens, a Belgian entrepreneur who's also the CEO of the global creative studio Gang Group. These two visionaries have been collaborating for nearly two years to bring this dream to fruition. As Walker puts it, 'AI opens doors to possibilities beyond traditional production boundaries. It's our ticket to crafting immersive worlds that make stories feel alive, vivid, and deeply human.'
The duo emphasizes that Obsidian's method shrinks production timelines from lengthy months down to mere weeks, all without sacrificing the essence of human-driven artistry. Both founders hail from advertising backgrounds, but they're quick to point out that their strategies work seamlessly for longer formats like feature films too. Walker adds, 'We always envisioned high-end cinema at the core of our efforts.' Their AI-driven tools are perfect for quick-turnaround commercial spots, yet they adapt beautifully to the epic scale of movies, helping directors and teams iterate faster and deliver polished results.
But here's where it gets controversial: Is AI truly empowering creatives, or could it erode the unique touch that only humans bring to storytelling? Some might argue it's a double-edged sword, enhancing efficiency while risking homogenization. What do you think—does technology like this inspire genius, or does it dilute the magic? We'd love to hear your take in the comments!
Obsidian has forged a creative alliance with Imagine, exploring how their director-led teams—comprising storyboard artists, CG specialists, editors, and AI experts—can cater to Hollywood giants and international brands alike. Each project kicks off with traditional hand-drawn storyboards and a focus on human-centered design, then evolves through AI-assisted refinements and top-tier visual effects (VFX). This partnership spans the entire production spectrum, from initial development and previsualization (that's the process of creating early visual representations of a scene to plan shots before actual filming) to post-production, even for upcoming feature films and documentaries.
Justin Wilkes, president of Imagine Entertainment, shared in a statement: 'At Imagine, we're all about stories that resonate emotionally and connect with people on a human level. We've witnessed how AI can support that goal, and Obsidian's artist-first philosophy aligns perfectly with our values. We're thrilled to partner with them to elevate human creativity.'
To fuel their AI systems, Obsidian draws from custom datasets crafted by industry veterans like Marc Vena (who worked on hits such as 'Logan,' 'Passengers,' and 'War for the Planet of the Apes') and Tani Kunitake (known for 'Black Panther,' 'The Matrix,' 'Fight Club,' and 'Star Wars: The Last Jedi'). Among their innovations is DigitalForge, a patent-pending live collaboration platform that integrates AI and computer-generated imagery (CGI) directly onto film sets. This allows artists to work in real-time with directors and brand partners, tweaking ideas on the fly. For beginners wondering how this works, think of it like a digital whiteboard where you can instantly visualize changes without waiting for renders—speeding up decisions and keeping the creative flow alive.
'Our approach puts the artist right at the heart of it all,' Walker explains. 'Tech alone can't stir hearts—it's the emotions behind it. It's the human hand guiding the tools that makes visuals feel genuine, spirits come alive, and connections with viewers undeniable.' While Obsidian builds its own AI models, they also play nice with any commercially available AI tools and VFX software, ensuring flexibility.
Gheysens notes that both Hollywood filmmakers and global brands grapple with the same hurdle: churning out compelling content on shoestring budgets. Obsidian's DigitalForge is tailor-made for this, scaling operations efficiently while safeguarding artistic integrity. As an example, imagine a small-budget indie film using AI to prototype scenes, cutting costs on physical sets and allowing more focus on nuanced storytelling—something that could democratize filmmaking for newcomers.
Beyond Imagine, Obsidian has teamed up with Disney's ESPN (https://variety.com/t/espn/) for previsualizations in ad campaigns, enabling A/B testing on visuals that go beyond mere scripts (A/B testing here means comparing two versions to see which performs better, helping refine ideas before full production). They've also collaborated with major brands like Louis Vuitton, Longchamp, Crayola, Aramco, Amazon, and the NBA on films and marketing efforts, showcasing their broad appeal.
Obsidian (obsidian.studio) is privately held by Walker and Gang Group, which Gheysens co-founded, with zero external investors. The team boasts 27 full-time employees, supplemented by freelancers brought in project-by-project. They operate globally, with hubs in Los Angeles, New York, Paris, Brussels, Berlin, Riyadh, and Dubai.
And this is the part most people miss: In a rapidly evolving industry, initiatives like Obsidian could redefine how we create entertainment. But is this evolution a boon for artists, or a looming threat to jobs? Could AI one day generate 'authentic' emotions that feel just as real as human-crafted ones? Share your thoughts—do you see AI as a creative ally or a potential replacement? Agree or disagree in the comments below!
