Now Is the Time for Thoughtful Experimentation

Sarofsky owner and executive creative director Erin Sarofsky and Territory Studio founder David Sheldon-Hicks recently recorded an in-depth conversation about Artificial Intelligence from their unique shared perspective as creators and studio owners.

Mutual fans long before competing head-to-head on a prime project for Marvel Studios, Erin and David have kept in close contact over the past several years. After arranging a catch-up call to discuss the ubiquitous topic of AI, they decided it might be worthwhile to record their conversation and share it with others.

Given their strong points of view as creatives and studio owners, both visionaries address aspects of the modern zeitgeist where the subject of AI is especially provocative. As listeners will discover within the first 10 minutes, David confirms that Erin’s innovative use of AI is helping to sway his opinion. Further along, going from philosophical perspectives into the particulars of recent, ground breaking work assignments, other insights stand out. Among them: AI can have an enormously positive impact on the creative process; for those committed to being on the leading edge of creativity, now is the time for thoughtful experimentation.

Stephen Price, founder and creative director at Stash Media Inc, shared his thoughts, “Erin and David are respected leaders in the fields of motion design and visual effects and I expect this frank conversation will interest anyone in the creative industry weighing the pros and cons of generative AI. Their viewpoints provide both insight and a better understanding of how and when we should – and possibly should not – consider AI tools to be worth adopting.”

For further background, Erin is an internationally heralded creative visionary regularly chosen by brand and entertainment titans to lead their most artful storytelling projects. Founded in 2009, the Sarofsky studio stands behind countless main titles for blockbuster films and TV series, and an endless array of dazzling commercial projects for major brands. A sought-after speaker at industry events worldwide, Erin mentors industry professionals globally and leads pioneering initiatives like her original Sarofsky Labs event series, and her Between the Keyframes vidcast, which is produced in partnership with Austin Shaw, and will soon debut its fourth season.

With his love of storytelling and technology – and his eye for emotive details – David’s reputation for beautifully crafted, design-led graphic narratives spanning all genres and media now extends worldwide. From studios in London, Barcelona, and San Francisco, his multidisciplinary team thrives on future-vision challenges, attracting diverse briefs across entertainment, arts, culture, and brand activation. With credits including some of Hollywood's biggest hits, David believes in the power of film to inspire audiences and champions its relevance to brand and corporate vision.

For all these reasons, Erin sees David as a Renaissance man. She says, “He believes deeply in craftsmanship but also embraces technology. He thinks through a problem with an eager openness. He is a champion of great talent. He leads with good intentions towards his team, his clients, and the work.”

One very specific and highly relevant thread in their exchange refers to The Skrimps. When DALL-E, Midjourney, and Stable Diffusion burst onto the scene in 2022, making AI art available to the masses, Erin (who is also well known for her sublime knitting and craftsmanship with yarn, felt, and fibers) began experimenting with Midjourney. Since then, she has blazed a trail with her original virtual creations, regularly featuring real-life personalities ranging from global icons like King Charles and Martha Stewart to her friends and loved ones. As discussed in their conversation, David has also been Skrimped among these masterpieces.

“Erin cares – not just about the work and her people, but the industry,” David explained. “I think it’s because she’s inquisitive. It's why her team’s work is often so brilliant. Her interest and her studio cares about the people and ideas behind it all. That’s why The Skrimps is such a wonderful exploratory project, injecting humanity and humour into the generative AI landscape. Erin is asking all the right questions and that becomes motivating for the creative community at large.”