Making got easier. Knowing what's worth making didn't.
Making got easier. Knowing what’s worth making didn’t.
Craft first.
Craft first.
Craft first.
Technology second.
Technology second.
Technology second.
I'm Phyo, a creative director in Wellington. 20 years in motion, VFX and commercial storytelling, now working hands on with the tools that are changing all three.
I’m Phyo, a creative director in Wellington. 20 years in motion, VFX and commercial storytelling, now working hands on with the tools that are changing all three.
I’m Phyo, a creative director in Wellington. 20 years in motion, VFX and commercial storytelling, now working hands on with the tools that are changing all three.
Background
Background
20 years in motion and VFX
20 years in motion and VFX
Studio
Studio
Founder, Fox & Co
Founder, Fox & Co
Awards
Awards
Telly Award · Artist's Choice, OpenArt MV Awards 2025
Telly Award · Artist’s Choice, OpenArt MV Awards 2025
Lately
Lately
Launch films for AI tools
Launch films for AI tools
Lab
Lab
Experiments in how creative work is changing. Some take two days, some take an afternoon. Each one comes with what I learned.
Experiments in how creative work is changing. Some take two days, some take an afternoon. Each one comes with what I learned.
Now rendering
Now rendering
[Next experiment]
[Next experiment]
▓▓▓▓▓▓▓░░░
70%
Experiment · AI music video · 2026
Experiment · AI music video · 2026
To The Moon
To The Moon
One director and an AI producer made a 75 second music video in two days. Here's what that means for creative teams.
One director and an AI producer made a 75 second music video in two days. Here’s what that means for creative teams.
2
days, brief to master
$137
generation cost
38
shots in the cut
Quick tests go out first on X, Instagram and YouTube. The ones worth unpacking end up here.
Quick tests go out first on X, Instagram and YouTube. The ones worth unpacking end up here.
Work
Work
Launch films, visual systems and campaigns for brands and AI companies.
Launch films, visual systems and campaigns for brands and AI companies.
Slack
MTV
Vox Media
Canva
Leonardo.ai
OpenArt
MrBeast
Mentos
Protocol Labs
The tools changed.
AI isn’t replacing creativity.
The judgment didn't.
The judgment didn't.
Twenty years in production taught me the fundamentals matter more now, not less. What interests me isn't just what the technology can do. It's what creative people can do with it.
Twenty years in production taught me the fundamentals matter more now, not less. What interests me isn’t just what the technology can do. It’s what creative people can do with it.
01
01
Creative Direction & Production
Creative Direction & Production
From the first idea to the final frame. Usually a launch film or campaign, start to finish.
From the first idea to the final frame. Usually a launch film or campaign, start to finish.
02
02
AI Creative Strategy & Workflows
AI Creative Strategy & Workflows
Finding where AI actually helps your team. Usually a workflow pilot that ends in a setup you keep using.
Finding where AI actually helps your team. Usually a workflow pilot that ends in a setup you keep using.
03
03
Workshops & Speaking
Workshops & Speaking
Honest, practical sessions on what's changing in creative work. Usually a hands on workshop built around your own projects.
Honest, practical sessions on what’s actually changing in creative work, and what isn’t.
Got something
Got something
worth making?
worth making?
A project, a team figuring out AI, a talk. I'd like to hear about it. Short is fine.
A project, a team figuring out AI, a talk. I’d like to hear about it. Short is fine.
© 2026 Phyo Thu · @phyofox
Wellington, NZ
© 2026 Phyo Thu · @phyofox
Wellington, NZ