Synima

26/10/2026

"AI can produce answers in seconds. Whether it's the right answer to the right problem is still our call."

That's the view of Romano Roth, Group Chief AI Officer at Zühlke. After more than two decades at the firm, he's learned that the hardest problems are rarely technical, and that putting AI on top of an old process rarely creates value on its own.

In our latest What's Next interview, Romano explains why companies should redesign their processes around AI, why average content is fast becoming a commodity, and why his first rule for uncertainty comes from The Hitchhiker's Guide to the Galaxy.

Read the full conversation➡️ https://www.synima.com/blog/zuhlkes-romano-roth-on-asking-the-right-questions/

How is AI changing the way your team works? Share your thoughts below.

22/10/2026

Six weeks. Winter weather. Real athletes, not actors.🏅

Our ETS Global campaign could have been a logistical nightmare. Instead it became a masterclass in production under pressure. Three lessons that made the difference:

🤸Cast for authenticity — “It was important that we cast real people who actually are athletes,” notes director Leif Johnson. It’s hard to fake the rhythm of a gymnast’s routine or the mental game of a tennis match.

🌧️ Use the weather — Rain wasn’t ideal, but it became cinematic gold. “The rain added an extra cinematic value,” Johnson explains. Floodlit rain and visible breath in morning cold added depth beyond any storyboard.

🤝Build trust to move fast — Tight timelines demand aligned teams. We worked shoulder-to-shoulder with ETS, making decisions quickly and sharing the pressure.

The result? Record-breaking engagement for ETS Global.

Sometimes constraints don’t limit creativity, they focus it.

Watch the full film ➡️https://www.synima.com/case-study/ets-global-bv/

19/10/2026

"The commercial objective gives the work a purpose, and the creativity is what makes people care about it."

That's how Lisa Leath, Creative Digital Producer at Sky Creative, sees the balance between brand goals and emotional impact. As a producer, she sits right where the two meet, managing budget and resource while keeping the idea intact from brief to finished product.

In our latest What's Next interview, Lisa talks about where instinct still matters in data-led briefs, why some of the best ideas come from working inside constraints, and how yoga teacher training shaped the way she leads.

Read the full conversation: https://www.synima.com/blog/sky-creatives-lisa-leath-on-keeping-the-spark-alive/

What's a constraint that ended up making your work better? Share it below.

16/10/2026

Before the final cut, there’s this: set builds, perfect lighting, live edits as the clips roll in, a lot of coffee and a crew who make it all look easy🎬

Here’s a peek behind the camera!

09/10/2026

Leading communication strategies across culturally diverse, multidisciplinary teams demands cultural intelligence and adaptive leadership.

Victoria Henderson, Head of Communication Services at Cronos Europa, has mastered exactly these challenges while supporting EU institutions in their communication initiatives.

Victoria’s approach centers on three pillars: “Clarity, collaboration, and context are key.”

Her insight on cultural adaptation is particularly poignant: “You can’t and shouldn’t have one style and method of communication that fits all.” From translating complex EU policies into accessible narratives to building cohesive strategies across multiple countries and cultures, her approach offers valuable guidance for anyone working with diverse stakeholder groups.

Read more here: https://www.synima.com/blog/victoria-henderson-on-leading-multidisciplinary-teams-through-complex-projects/

07/10/2026

What would your pet watch on TV if they got their paws on the remote? 🐾🐶

For Philo, we helped imagine the answer. A jaded old beagle, a trio of inquisitive cats, a nervous fish: each one settling in front of the TV the moment the front door closes, each with their own voice and their own reason for tuning in.

Together they build to a simple line: there's always something to watch, no matter who's watching.

The campaign was produced end-to-end on AI Animation Ltd, our proprietary AI platform. We chose AI not to cut corners, but because it was the best tool for an idea that couldn't exist any other way. From there, every character was written and directed like a live actor, with real emotional beats, comedic timing and a voice all their own.

This campaign proves something we believe strongly at Synima: AI work feels human when humans are genuinely at the helm.

Huge shoutout to Philo and our team for yet another fantastic project ❤️

Learn more about the production here ➡️ https://www.synima.com/case-study/philo-ai-commercial-campaign/

05/10/2026

Starting the week with a few lessons from set. ☕🎥

A few frames from behind the camera as we brought Teachable's latest campaign to life. Two films, two very different audiences, and one idea at the heart of both: the knowledge people value most is the kind that's been earned.

Watch the finished campaign here➡️ https://www.synima.com/case-study/promotional-campaign-teachable/

01/10/2026

Viewers learn just as well from an AI avatar. Whether they trust it is another matter 🤖

In a study of 83 adult learners, there was no significant difference in learning outcomes between AI-presented and human-presented training videos. Comfort shifts with context, though. Viewers are happiest with avatars on instructional, screen-based content, and least comfortable when they expect a personal presence.

For B2B brands, the choice comes down to one question: does your audience need the information, or the person delivering it?

Our rule of thumb:

💻 Use AI avatars for training, explainers and localized versions, where clarity and scale matter most.

🎤 Choose a real presenter for testimonials, leadership messages and sensitive comms, where credibility depends on who's speaking.

🏷️ Disclose AI presenters every time. New EU and New York rules require it for realistic avatars, and transparency builds trust either way.

As an agency that produces both, we've put together a stakes-based framework to help you decide, video by video, along with the latest disclosure rules. Read the full guide below⬇️
https://www.synima.com/blog/ai-avatar-vs-real-presenter-what-should-b2b-brands-use/

Should your B2B video use an AI avatar or a real presenter? Learn how message stakes, credibility and viewer trust should guide your choice.

29/09/2026

🎬 What if the most valuable thing you could teach is something you've already lived?

That was the question behind our latest campaign for Teachable. The idea was simple: genuine expertise is hard-earned, and impossible to replicate.

We made two films for two audiences:

🎓 One celebrates the creators, educators and experts whose knowledge comes from real experience.

🏢 The other challenges corporate learning, asking why organisations still rely on training people don't engage with when the world's best teachers already have an audience.

Here's a look behind the scenes at how it came together. Shoutout to Director, Justone Bossert and the rest of the Synima team for a great project!

▶️ Watch the final campaign here: https://www.synima.com/case-study/promotional-campaign-teachable/

24/09/2026

Some projects begin with a script. Others with a storyboard. This one began with a single image 🌌

HPE came to us with an illustration: two children on a rock, looking out at a vast, starry sky. Our challenge was to turn that static visual into a film charting 100 million milestones of innovation.

The project reminded us of three things:

🖼️Sometimes the story is hiding inside a single frame. You just have to expand it.

🎨Direction, palette and rhythm carry as much narrative weight as any script.

🌠When the story is about scale, the ending has to feel like a release.

Synima Founder, Matt Giles, walks through how it came together.

Read more➡️https://www.synima.com/blog/turning-a-single-image-into-a-cinematic-journey-2/