The Creative Industry Enables Storytelling

Our resident Creative & Media Lead, Christopher Hunt shares his journey into the creative industry and gives us great tips on tools that can help improve the creativity and presentation of our work.

He would love to help you with your AI creative challenges, so please share your questions with him using the Contact Us button.

Why Christopher believes the industry needs to adapt new thinking

We are now in the Fourth Revolution. AI is reshaping how we work. The challenge is no longer access to tools, but using those tools ethically with clarity, intention and purpose.

AI in the creative industry

Depending on budget, AI competency and graphic skills, a combination of the following tools will help users achieve a professional finish for a campaign, presentation or training, tailored to specific needs.

Tool 1: VEED
A versatile platform for integrating video, audio, and music, or using the media provided entirely in the platform, depending on the budget and the desired finish. Veed is widely used for product demos, training videos, and presentations.

It supports:
Optimisation and compression of large files and allows users to adjust the content.

Text-to-speech, AI-generated avatars, and screen/webcam recording, making it a powerful tool for content creation.

Resizing videos for social media.

Collaboration with different teams working on and sharing projects directly within Veed’s online platform.

Exporting of video files in MP3 and MP4 audio format.

Tool 2: Runway
Runway is preferred to VEED for advanced AI-driven video generation, such as text-to-video, image-to-video, and motion brush capabilities. It is particularly suited for cinematic, creative storytelling.

Tool 3: Kling
Kling is used based on the different types of characters or scenes you are prompting. By widening the net, it will give the user more choices.  What will be one prompt for an image in Runway, will not be exactly the same in Kling. From this perspective, a user can filter their choice.

Creating a character or characters that work well with a story is an iterative process until the right characters are crafted for the target audience. It might be the way the character turns their head, looks, or generates a reaction that may require more refinement.

Camera angles to consider within a prompt:

Eye level – natural, neutral perspective.

High angle – camera looks down, making subjects appear smaller or vulnerable.

Low angle – camera looks up, creating a heroic or dominant effect.

Bird’s eye view (top-down) – directly overhead, useful for tabletop/cooking scenes.

Worm’s eye view – extremely low, looking up from the ground.

Dutch angle (tilt) – tilted to the side for tension or disorientation.

Shot size (framing)

Extreme long shot/wide shot – establishes the scene.

Full shot – captures the subject from head to toe.

Medium shot – waist-up, ideal for dialogue.

Extreme close-up – focuses on a specific detail (e.g., eyes, product).

Over-the-Shoulder (OTS) – positioned behind a person, looking at the subject.

POV (point of view) – shows what the character is looking at.

Do not rush to finish the video, as patience usually delivers a superior video.

Tool 4: ElevenLabs
It is rated as the industry leader in AI audio – voice-over by cultural voice and language.

It offers distinct advantages over generalist platforms like Runway (focused on video) and other voice generation tools.

It provides superior voice cloning, emotional nuance, and a broader more versatile voice library suitable for a range of applications, including audio dubbing

Why Christopher loves the creative industry

Because it offers a powerful way to communicate, influence and tell meaningful stories.

Christopher’s journey

Christopher studied design, photography and visual communication, with strong influences of Bauhaus principles and the development of multidisciplinary skills. But it was an introduction to the Apple Mac by Nicholas Saunders, founder of Neal’s Yard DesktopPublishing, that opened the door for him into digital creativity. He is currently exploring the use of digital screens across eight college campuses to improve campus audience engagement.