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“These tools don’t replace craft. They amplify it.” Director Steve Fuller Digs into AI Production

Posted on Tuesday, February 17, 2026

Director Steve Fuller, who landed an Emmy during his time at Imaginary Forces for the Mad Men titles, takes us through his creative and production process on a spectacular AI spec spot for Amazon’s Fire TV Stick.

Steve Fuller: “With the Super Bowl highlighting how brands are incorporating AI into major creative moments, I’ve been experimenting with these tools over the past few months. The goal was not a tech demo, but a creative case study.

“The idea for this spot started simply: What if all these iconic characters and worlds were converging on the Fire TV Stick, competing to be chosen by the viewer?

“I kept thinking about classic tech storytelling, like the original iPod launch when Steve Jobs said, ‘1,000 songs in your pocket.’ Immense complexity distilled into something simple and controlled. That contrast became the heart of the piece.

“Anyone can write a prompt. What still matters is taste, storytelling, and knowing how images work together emotionally. These tools don’t replace craft. They amplify it.”

“This wasn’t one prompt and a finished film. It was two months of experimentation, iteration, and failure. I started with still images, explored multiple AI models, and gradually found a workflow that allowed me to bring those images into motion in a cinematic way.

“For every shot you see, there were hundreds that didn’t make it. AI tools are powerful but inconsistent. Sometimes they refuse what you want. Sometimes they surprise you with something better than you imagined.

“What AI really unlocked was scale. An idea like this, done traditionally, would have cost well over $10M to execute. Instead, I was able to experiment freely, learn quickly, and push the idea as far as it could go. I brought in more human talent to get the edit and the sound right. Those human touches made it hum.

“The biggest takeaway for me is simple. AI doesn’t replace directing. Anyone can write a prompt. What still matters is taste, storytelling, and knowing how images work together emotionally. These tools don’t replace craft. They amplify it.”