Synthetic Media

Synthetic Media explained

An impossible camera move or an invented world can express an idea that would otherwise be difficult to execute. Synthetic media can also support explanation by making invisible processes visible. The first creative question is therefore which representation helps the story. Whether an image is fully generated or combined with real footage follows from the task.

Separate creative staging from verifiable claims. A fantastic background can be invented; a depicted product function must match actual capabilities. A synthetic character has no personal experience of a product. In hybrid productions, also review transitions, proportions, motion and sound. A good still is insufficient if the product changes in the next frame.

Transparency depends on the specific use. Article 50 of the EU AI Act distinguishes provider duties for technical marking from disclosure duties for particular uses, including deepfakes. It provides for adapted disclosure for evidently artistic or fictional works. This is neither a blanket exemption nor a prescribed C2PA format. Provenance information may explain production; it does not establish that the depicted scene is true.

Creative Engineering connects direction, design and technical execution. Synthetic media can carry strong hero visuals when execution, rights and message fit the idea. We take responsibility for the concept and quality. Compare production approaches including concept, source material, generation, selection, finishing and revisions. Greater creative freedom can be valuable even when an individual step is not cheaper.