Filmmaker & art director.
I direct AI the way I would direct a film crew. Here is how a project unfolds, and why the result does not look like AI.
Who am I?
Jean-Michel Miquel, art director and filmmaker. Twenty years of teaching in vocational training taught me to make an idea simple. Today I create commercials and campaign imagery for luxury brands and businesses. Two of my films were official selections in 2026, at the Neu Wave AI Film Festival and the Golden Dunes International Film Festival.
Neu Wave AI Film Festival 2026 ↗Golden Dunes International Film Festival 2026 ↗
My principles
I simulate texture: leather, the pores of the skin, the fine scratches of brushed metal. I choose the optics: focal length, depth of field, the way a real lens or camera behaves. And I add imperfection: a reflection, a mark, a speck of dust.
Perfection betrays a generated image; imperfection makes it believable.
How a project unfolds
- The brief — 20 minutes to understand your product, your audience and where the film will be seen.
- Art direction — A direction, a tone, a light, a moodboard.
- The storyboard — The film broken down shot by shot, approved before production.
- Production — Every shot generated, checked and retouched.
- Edit and sound — Pace, typography, licensed music.
- Delivery — Within days, with one round of revisions and the transfer of rights.
Frequently asked questions
Are the images AI-generated?
Yes and no. I work with your own images and visuals, and I also generate some depending on the brief. My use of AI is hybrid: every image is directed, selected and retouched. AI is a tool serving the author.
Do I need to organise a shoot?
No. Some images, your logo and your brand guidelines are enough.
How long does it take?
A few days for a set of images, a cinematic commercial or a motion design video. Timing depends on complexity, but it is much shorter than a shoot.
Who owns the images?
You do: every delivery includes the transfer of usage rights.
Do you work under NDA?
Yes, on request. I am used to strict discretion requirements, with no extra cost and no administrative hassle.
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