CARDIFF, WALES - Deep Fusion (www.deepfusionfilms.com), the production company and technology developer, has appointed Max Alexander VFX/AI lead, a newly-created position. Alexander will head up DFX, a new division that's focused on providing generative AI services to third parties.
He comes to the studio following time at Vine FX, where he was head of 2D and composition. His career spans nearly 15 years and includes stints with Dneg, BlueBolt, Nvizable, Union, Lexhag, Electric Theatre Collective, Framestore and One Of Us. Some of his credits include work on Boat Story, The Witcher and The Lazarus Project.
"I am very excited to join the Deep Fusion team at a time of such untapped opportunity," states Alexander. "AI is opening up these new creative pathways and a key future challenge is creating an effective hybrid workflow that combines traditional methods with rapidly evolving new ones. Deep Fusion is in a great position to achieve this and it’s a fascinating future - I am eager to see what visuals we will create together."
DFX integrates machine learning models with established workflows to produce broadcast-quality results. While raw generative video often falls short because of its limitations being 8-bit/H.264, DFX bridges this gap by combining generative AI with traditional CGI, compositing and artist-driven finishing. The result is high-fidelity, professional-grade assets delivered in formats like ProRes 444XQ and EXR.
"Max joining Deep Fusion is a really important moment for the company as it clearly demonstrates our commitment to ensuring that human creatives remain at the centre of the work we do," notes Benjamin Field, co-founder and CEO of Deep Fusion. "Max's track record speaks for itself, having worked at some of the most respected VFX houses bringing real-world insight into how the future of VFX will work and evolve. He has already been instrumental in the creation of our DFX pipeline, which has moved Gen AI video away from low-bit rate consumer models into a high-quality, high-fidelity era, empowering future producers whilst enabling them to produce the highest quality output at a price point that the industry can afford."