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FORM launches Belief Studio
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The new venture introduces an AI-supported production model led by Creative Partner Elliott Starr.
A new venture from FORM sees the launch of Belief Studio, an AI-augmented creative production model developed in partnership with Creative Director Elliott Starr.
The studio is positioned in response to an industry facing faster turnarounds, increased asset demands and ongoing questions around the role of artificial intelligence in creative production. Belief Studio is built around the idea that while AI can generate, it cannot believe, placing human judgement and conviction at the centre of its model.
Starr joins FORM as Creative Partner at Belief Studio, working alongside Managing Partners Dave Kennedy and Jonathan Harris. His background includes roles at Impero, 20something, Fallon and Leo Burnett, with recent work spanning campaigns for VOSS Water, Aspall Cyder and Sue Ryder, as well as AI-led projects including a revival of British philosopher Alan Watts.
The ambition for Belief Studio is an agile and flexible production model that uses AI as an accelerant rather than a replacement for human creativity, helping agencies and brands navigate compressed production cycles while maintaining creative intent.
Kennedy says: “This isn’t about tech for tech’s sake. It’s about bringing together the best of both worlds, the scale of new technology, with the artistic taste and craft of great human minds. We want Belief Studio to be the bridge between the two.”
The studio will sit within FORM Productions, working across existing clients while also pursuing standalone collaborations with agencies, creative companies and brands.
Starr frames the studio’s philosophy around the limits of automation, saying: “Anyone can press the big ‘Generate’ button. But if you’ve been in a great agency longer than five minutes, you know that isn’t why people pay us. They pay us for genuine creativity, for ideas they won’t have, and for the guidance on what those ideas should look like, sound like and feel like.”
He adds: “None of it comes from a machine. Though a version of it might come from an orchestra of machines, given the right human conductor.”
The team also acknowledges the ethical and environmental responsibilities that come with both AI-led and traditional production. Harris notes: “Belief is a model fit for the pressures of modern production. It gives clients more agility and flexibility, without a quality compromise. The best work in our industry carries weight when it’s real, and it only gets there because a band of humans believed in it.”
Samantha Farrance, Executive Producer at FORM Productions, adds: “AI is a tool to be used by film makers, it doesn’t replace craft. Success of a campaign will still be rooted in the creative idea. If the idea is strong, AI will amplify it. If the fundamental idea is weak, you’re in trouble.”
