Motion & Video · Branding
Obsidian: a studio mixing live action and AI for brand campaigns
Runway says this 2025 studio uses generative AI on every project, with storyboards drawn by hand and AI used for iteration.
Done withRRunway
Reported by Runway
WHAT THEY DID
Obsidian plans casting, characters, wardrobe and props before shooting, defines every shot and generates images and edits on set, then runs a standard VFX, color and sound pipeline. For one film, five AI-generated characters had to stay consistent throughout.
HOW IT WENT
The studio reports 27 staff and 15+ projects completed before launch, all using generative AI. No time or cost savings are quantified.
WORTH KNOWING
Vendor-published. The founders say they are still learning about collaboration, ethics and aesthetics, and other tools used aren’t named.
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Source: Runway · UndatedOpen as a page
About this source
Type: Vendor customer story · Company claim
- Runway Customers | How Obsidian Uses Runway to Power Campaigns for Disney, Nike and Luxury Brands
Runway · Runway · Publication date not stated · Checked Oct 20, 2026
Primary account or publisher hosting the account.
Access: Page text was read during research.
Source check: Spot-checked by the 4TC build team on Oct 20, 2026. Re-read on 2026-10-20 for the second research pass. Nobody at 4TC has tested this.
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Added to 4TC Oct 20, 2026 · Last checked Oct 20, 2026
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