How UNIT Blends AI And Craft To Push Creative Boundaries

We use AI the way we use any great tool; deliberately, with a clear creative intention behind it.

At UNIT, artificial intelligence sits within our process, not at the head of it. It helps us explore more territory faster, pressure-test ideas earlier, and push visual quality further than the schedule would otherwise allow. But every project is still driven by human judgement, the instinct for what feels right, what resonates, what lasts.

AI expands what’s possible. We decide what’s worth making.

How We Use It

Initial Concepting

We used Midjourney to rapidly generate first-stage concept art. While this gave us a fast start, we needed more control, so our artists took those AI-generated visuals into Photoshop to fine-tune them to the client brief. The speed meant we could present dozens of options in record time.

Refining And Improving The Image

Once the client had shortlisted designs, we added depth and detail using a mix of AI software Topaz, Midjourney and Blender. Some assets were also upscaled with Sorastra AI, allowing us to maintain quality while benefiting from AI’s speed and precision.

2D To 3D Conversion

With the look approved, we converted 2D stills to 3D models using another AI software, Sparc3D, avoiding the longer workflows of Maya or Houdini. We cut render times dramatically by outputting lower-res renders and using Sora to denoise them.

Curveball!

A late client request to add real people meant integrating stock footage. We used Copycat AI to quickly and efficiently rotoscope and harvest the assets, then used traditional compositing to insert the assets, all while staying on budget.

One Final Polish

The combined AI and traditional work went through a full Baselight grade in collaboration with the client, delivering a final film that met UNIT’s exacting standards, on time, on budget, and creatively uncompromised.