As new studio has officially launched, The Generation Company. As a new division of Promise, The Generation Company represents a strategic evolution in creative production. Rooted in Promise’s long-standing focus on cinematic excellence, this division aims to integrate Generative AI (GenAI) into the filmmaking process, offering scalable, high-quality visual effects and custom AI-generated sequences. The initiative is positioned to address a recurring industry challenge: the gap between creative ambition and production constraints such as budget, time, and technical limitations.
Strategic Vision and Leadership
At the forefront of The Generation Company is Nem Perez, a filmmaker and GenAI artist recognized for blending traditional cinematography with advanced technology. Perez’s background includes founding Storyblocker, a company that helped pioneer virtual production and AI-based workflows. His experience spans both artistic and commercial domains, having directed music videos for artists such as Mac Miller, Nipsey Hussle, Chance the Rapper, and Hit-Boy, as well as campaigns for Disney Parks, Walmart, Converse, and Acura. His leadership signals a deliberate alignment between creative authenticity and emerging AI capabilities.
Service Model: AI-Enhanced Production Support
The Generation Company’s service offerings focus on two core areas:
- Custom AI VFX & Sequences: These services provide studios with AI-driven visual effects that meet high cinematic standards. The offering ranges from targeted scene enhancements to full-sequence production, ensuring filmmakers can achieve visually ambitious moments without compromising on quality or feasibility.
- The GenCo Crew: This embedded team model integrates AI specialists directly within creative departments such as Art, Costume, Props, and Storyboarding. The goal is to accelerate concept development through rapid variation and prototyping, enabling teams to refine ideas before production begins.
Analyst Insight
The Generation Company’s structure indicates an emerging trend in the creative sector, the institutionalization of AI within pre-production and VFX workflows. By formalizing AI integration as a collaborative resource rather than a post-production tool, Promise positions itself at the forefront of next-generation storytelling.
In essence, The Generation Company is not replacing traditional filmmaking but augmenting creative potential through intelligent automation and adaptive design tools. In the GenAI era, this model reflects a broader shift toward democratizing visual innovation—where narrative ambition is no longer limited by technical or financial boundaries.