Our Role in This Movement
New World Designs is built for this moment.
Our multi-camera arrays allow directors and DOPs to create extraordinary visual moments — frozen time, dynamic camera movement, real-world stunts — entirely in-camera, without relying on CGI or post-simulation. These effects are achieved live on set, offering not only creative control, but the kind of visual credibility that’s increasingly difficult to find in the age of AI.
We work closely with directors, cinematographers, and production teams to design, rig, and execute complex array shots that feel seamless, cinematic, and — most importantly — authentic.
This is real physics, real timing, and real innovation. No short cuts. No synthetic shortcuts.
The Emerging Backlash to Synthetic Content
From deepfakes and AI-generated influencers to synthetic voiceovers and CGI-heavy commercials, artificial content is fast becoming the norm. But alongside that growth, there’s a noticeable shift happening behind the scenes: audiences and creatives alike are becoming more discerning.
They’re starting to notice the overly perfect. They’re questioning what’s real. And in response, some brands and filmmakers are pulling in the opposite direction — looking for ways to bring back texture, imperfection, and emotional weight.
This isn’t about nostalgia. It’s about making work that resonates in a way that algorithmically generated content simply can’t.
Looking Ahead
As the creative industry navigates the opportunities and challenges that come with generative AI, there’s growing power in being able to say: this was real.
For brands that want to stand out. For directors who want to push their craft. For agencies who understand the long-term value of trust and originality. In-camera isn’t just viable — it’s vital.
If you’re developing a project and want to explore how physical capture can elevate the work, we’d love to talk.
Let’s make something unforgettable — with cameras, choreography, and creativity that can’t be faked. Unlike the image used at the top of the page for a bit of irony!
The Return of the Real: Why In-Camera Effects Matter More Than Ever in the Age of AI
At NWD we specialise in crafting complex, high-impact visuals using real-world physics and precision-engineered multi-camera arrays. For over a decade, we’ve helped filmmakers, brands, and creative teams tell stories that are visually arresting — and crucially, captured entirely in-camera.
Now, as AI-generated content begins to dominate the creative landscape, we’re seeing a cultural and industry-wide shift: a renewed demand for the authentic, the tactile, and the real.
In-Camera is No Longer Just a Technique — It’s a Statement
We’ve been here before. When CGI became the default in the early 2000s, visionary directors turned to practical effects and real stunts as a way to reintroduce a sense of weight and believability. Audiences, meanwhile, began responding more strongly to what felt physical and tangible — a trend that continues today.
In a similar way, the current explosion of AI content is creating space for an opposing movement. A movement defined by physical capture, by real light on real surfaces, by effects that are executed on set rather than in post.
“In-camera” is quickly becoming more than just a method. It’s a mark of trust. Of intention. Of integrity.
“All In-Camera” as a New Creative Standard
As AI saturates media across platforms, in-camera work is being re-evaluated — not as old-fashioned, but as elevated. A creative differentiator.
We’re already seeing early adopters lean into this approach. Whether it’s luxury brands emphasising handcrafted production, music videos showcasing real-world spectacle, or campaigns proudly declaring “shot practically,” there’s a growing value placed on real-world capture. Not as a gimmick, but as proof of craft.
In this environment, “shot entirely in-camera” becomes more than a technical note — it becomes a creative statement. One that says: this was made with intention, skill, and real-world artistry.
