F.A.Q.

There are no wrong questions.

We now use AI as a support tool. In the same way a drawing tablet saves paper. In the same way Photoshop enables steps that used to take forever. In the same way a digital camera delivers usable material faster. For us, AI is not a substitute for design. It is simply another tool in the toolbox, nothing more.

And yes, AI raises questions and concerns, especially because there are many exaggerated promises out there. The reality is more sober: in creative work, AI is still difficult to control. It can generate something that looks great at first glance, but it is far from reliable. Consistency, logic, and recognisability still break too easily and too often.

This will probably change faster than some people would like. But one point remains: concept work emerges between people, from people. Good results do not come from “output”, they come from understanding, communication, decisions, and, most importantly, responsibility.

AI makes things possible today that were still too expensive or too time-consuming not long ago. That is an advantage, and at the same time a risk. What seems easily doable is quickly overestimated. Not everything that is possible automatically creates value.

That is why we use our scrolling video on the start page as an example. Anyone with an eye for it will recognise the use of AI, among other things in small imperfections you cannot and should not explain away. And that is exactly why we show it so openly.

Do you strictly need something like this? No, absolutely not. But it can make sense if it focuses attention, creates mood, and conveys a first impression. AI can help, but it does not perform magic. And it can also lead you into a dead end very quickly.

If you want to understand how AI was used in this clip, you need to know the process. First, the idea. Then the development of a concept. To bring it to life, the classic path still has to be taken: sketches, storyboards, yes, by hand. Then defining motifs, colour directions, and precise framing. For certain perspectives we used 3D models, so nothing is left to chance. After that comes the translation from still images to moving images. That sounds simple, but it is only simple if you accept every imperfection, no questions asked. In the end, it is still classic hands-on work: editing, timing, transitions, text. Like any other film.

AI can be fun and it can be useful. But what ultimately carries a project is always a clear idea, real substance, and people who take responsibility.

Creativity is not a replaceable feature. It is at the core of what makes us human.

Yes, as long as regulations and laws allow it. In some countries, local companies must take on certain tasks. In others, they don’t. Regardless of that, it is our moral duty to involve local talent. We are also convinced that, for perfect results, exchange and on-site integration are a key recipe for success.

By relying on excellence in the respective disciplines and giving new, fresh voices a chance to be heard. You can’t simply buy experience. It has to be drawn out through genuine mutual trust. And as blunt as it may sound, this works best by building friendships and a loyal, family-like way of working together.

Creativity is not a replaceable feature. It is at the core of what makes us human.

By building mutual understanding and openness, the foundation for real consistency is created. Without continuous process control and sensible adjustments, everything ends up unsatisfactory. That is why mutual respect and truly listening to one another are essential parts of the famous red thread.

Extremely seriously and with great care. Where would it lead if no one followed even the most basic standards of human conduct anymore? Unfortunately, we have already experienced how trust was abused, how kindness was taken advantage of. And nobody is immune to that. To minimise risks that can harm a business and endanger projects, there are contracts and written agreements. We take them very seriously and we are entitled to expect the same from all team members, partners, and clients. And a small secret: if we are not convinced that our collaborators are fair and trustworthy, we won’t work together in the first place. Because we carry responsibility not only for ourselves personally, but also for our collaborators, partners, and clients, including their families.

After the first contact and an initial getting-to-know-each-other conversation, it basically already begins. Our minds start developing the fundamentals and first ideas even without an official assignment. We can’t and don’t want to do otherwise. As soon as we have built a shared understanding with you, we go straight into it. To get moving quickly, it is always very helpful if you have already put your visions, wishes, and ideas on paper. Which does not mean we don’t gladly help to develop possibilities in the first place. With or without your own ideas, we are here for you.

Fortunately, we live in a time in which communication around our beautiful planet is, as a rule, possible without obstacles. We also see it as a huge advantage when our team members can work from wherever they feel most comfortable. Regular in-person meetings are not mandatory, but they help strengthen the bond between all of us and elevate personal relationships to a wonderful level.