Reimagining 
what’s possible in 
commercials, film
& photography with Ai

Nice to meet you

Ai imagery is everywhere and it can feel like everyone is trying it, but true creative value goes far beyond prompts and pixels. At sidekick we believe that Ai is an extraordinary tool when it is guided by cinematic expertise, visual storytelling and deep post-production craft. 

We don’t just generate pretty pictures, we shape images that serve narrative, mood and purpose. Because we are filmmakers, creative directors and visual artists first, we know how to use Ai to support real-world production needs, from concept to LED wall, from virtual production to final deliverables or stand alone fully generated Ai images. We have the know how to seemlessly intergrate Ai. 

We can help you explore what’s possible, push ideas further and deliver work that feels both inventive and grounded in craft.

Welcome to the creative edge of Ai imagery, built for film, photography and virtual production.

Here's some of our
recent work

Warburtons - 150 Years in the Baking

Six generations with one shared passion  🍞 A bread‑taking story only Morgan Freeman can tell. 
With a little Ai help from sidekick.london

Agency: Joyful & Triumphant
ECD: Billy Faithfull
Creatives: Kim Hutchinson, Joe Fitzgerald, Billy Faithfull
Design: Chris Willis, Alex Talikowski, Darren O’Donoghue
Project Director: Kirsty Ferris

Production Company
Merman – UK – Director, Declan Lowney/Producer Simon Monhemius
Atlanta – The Artery VFX NYC/Producer Deborah Sullivan

DOP
Merman – Catherine Derry
The Artery – Bella Gonzales

Virtual Production: Quite Brilliant
AI: Sidekick.london – Martin Bennett

Editor: Leo King @ Stitch
Recording Studio & engineer: Jungle

Post Production: Freefolk
VFX: Andy Copping
Grade: Duncan Russell
Producer: Charles Gillet

"Guys, the ad looks superb and I struggle to tell the difference between what was a set and what was Ai"

Declan Lowney

Commercial Director

The Birthday Draw - Monsoon

For this projected we created Ai animated backgrounds that recreated a British HIghstreet, an airport Terminal, a tropical stormy beach and a beautifully calm and tranquil beach scene. Quality and realism were esential in creating imersive backgrounds that bedded in seamlessly with foreground set builds.  And stood up to close inspection on the QB LED volume (24m wide by 4.6m high) 

Creative Agency: ITV Creative
ECD: Tom Houser
CD: Mark Potts
CD: Alex Mathieson
Directed by: Ben Tonge
Production Company: ITV
Producer: Massimo Paradiso

The Birthday Draw - Football

For this film we built a range of Ai animated settings, moving from a quiet, leafy suburban garden to the energy and scale of a much-loved football stadium. As with the rest of the series, the priority was making sure everything felt believable in camera, with environments that blended seamlessly with the practical sets and stood up to close scrutiny on the QB LED volume.

Creative Agency: ITV Creative
ECD: Tom Houser
CD: Mark Potts
CD: Alex Mathieson
Directed by: Ben Tonge
Production Company: ITV
Producer: Massimo Paradiso
Virtual Prod: Quite Brilliant
VFX & AI : sidekick.london

Working with sidekick and the team was a fantastic experience. After rewiring our brains to understand that we could bring the post-production into the pre-production we were up and away. 

We were able to get some plates immensely close to our initial vision and the additional touches of animation really brought the scenes to life. 

Our biggest struggle - to find an as yet undiscovered tropical bird - was also swiftly solved by the team. 

We were able to create a photo-real falcon with plumage matching the brand colours. sidekick then went on to animate it with actions that would have been extremely difficult in real life, not to mention time draining. 

The work speaks for itself, as - to date - no one has questioned the inclusion of virtual production or generation of scenes.

Massimo Paradiso

Senior Producer (ITV Creative)

Airalo - Wish we'd packed the internet

For this projected we created Ai animated backgrounds that recreated a tropical stormy beach scene. Quality and realism were esential in creating imersive backgrounds that bedded in seamlessly with foreground set builds.  And stood up to close inspection on the QB LED volume (24m wide by 4.6m high)

Directed by Hanna Seidel, photographed by Nathan Gallagher, and produced end to end by Park Village. The campaign taps into the chaos of multigenerational family travel over the holidays – and the very real pain of travelling without data. The film & stills with our virtual production partners, Quite Brilliant, incorporating work by our Ai creative team. Recreating multiple “exotic” destinations in a single shoot – from beach resorts to tropical storms, supporting a global suite of AV assets.

Now live across Europe, the USA, Canada, LATAM and APAC, spanning OOH, VoD & social.

Taking the guesswork out of Ai.

Built on process,
not pot luck. 

Built on process, not pot luck
 

Contact us

If you’ve got an idea you’d like to explore, a project that needs a sidekick,
or you’re simply curious about what Ai can do, get in touch.

Offices in London & Berlin
+44 7770 886 216
+49 1626 730 027
hello@sidekick.london

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