The Labs
Design · AI · Experiential
A place for bold visual thinking, award-winning experiences, and exploring the evolving creative possibilities of AI. Where ambitious ideas converge with exceptional talent, emerging technologies, and the curiosity to bring something entirely new into the world.
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DESIGN & STRATEGY
We are creative directors, strategists and technologists who are comfortable joining a project early.
We help build the strategic foundation for creative work, shaping positioning, audience insights, messaging, and direction so ideas are clear, relevant, and built for impact.
We bring people together to explore ideas, solve problems, and see projects through from the first conversation to the final details. With curiosity, collaboration, and a willingness to try something new, we help agencies and brands make work that connects with their audiences and moves their ideas forward.
DESIGN LEAD
Oliver Davies
Oliver Davies is a multidisciplinary director and creative director combining an eclectic background in design, music and live events with a love of moving image and a passion for mixed-media storytelling.
Bold and graphic or visceral and evocative, Oliver's design-led approach enables him to collaborate closely with artists, agencies and clients to find imaginative new ways of telling meaningful brand stories.
Oliver combines a wealth of experience in animation, VFX and live-action filmmaking with a natural ability to collaborate, creating stylish and uplifting mixed-media content. Oliver has directed & creative directed projects for brands such Apple, AT&T, Estée Lauder and Walmart.
AI Labs
We use generative tools the way we use a camera: as a way to make the work, directed by people who know what good looks like.
It starts before anyone spends. AI previs, boards, animatics, virtual locations and casting visualization, so a brand and its agency can see what a piece could be while the idea is still cheap to change.
AI-generated film and image systems, generative design that scales a brand’s look across every format, and productions that mix real footage with synthetic. A director still runs the project. The pipeline changes, the taste doesn’t.
We’ve made 15 AI projects to date, and we’re candid about where the tools are strong and where they still fall short.
WHY GOOD TIMES
Directed, not generated
A director from the roster runs every AI job. The tools are the crew, not the author.
Human origination
Every piece starts from human-made material: a script, boards, a performance, a treatment. Nothing starts from a prompt alone.
A record you can show
We log how each piece was made, from first input to final frame, so you can answer your own legal and brand questions with a document, not a promise.
BY THE NUMBERS
28
AI PROJECTS SHIPPED
2023
FIRST GENERATIVE PRODUCTION
3
DIRECTORS WHO WORK THIS WAY
HOW A JOB RUNS
Brief
Tell us the idea and where it runs. We say up front whether AI is the right way to make it, or whether a camera is.
Approach and budget
Which tools, which parts are shot and which are generated, what the client owns, and a number. One document.
Visualize
Script, boards, animatics, virtual locations, casting, made by people with the tools. You approve the piece before it exists, and this is the material every generated frame comes from.
Generation and production
The director runs the pipeline like a set. Iterations are reviewed like dailies. Real footage is shot where it should be.
Delivery and the record
Finished files, versions for every channel, and the making-of record: inputs, tools, settings, approvals.
HOW WE MAKE AI WORK
Human origination
Every project starts from human-made material: a script, boards, a performance, a director’s treatment. We don’t start work from a prompt alone, and we can show the origination for any frame.
Ownership
You own what we deliver, on delivery, under the terms in the estimate. Generated elements are made from your inputs and our work, on tools licensed for commercial use, and we assign what can be assigned.
Tools and data
We work with [named tools and models] under their commercial terms. Your material is never used to train public models, and we say which tools touched which frames.
A record of the work
We keep a making-of record for every piece, from first input to final frame: sources, tools, settings, approvals. It ships with the deliverables.
People
Directors, artists and crew are credited, paid and consulted the way they are on any shoot. We don’t use generative tools to replace a role someone was hired for.
QUESTIONS
Can you show us the piece before we shoot?
Yes. AI previs, boards, animatics, virtual locations and casting visualization, usually inside two weeks, so the approval happens on a picture rather than a paragraph.
How does Good Times use AI in production?
As a way to make the work: generative film and image systems, design systems that scale a brand’s look, and hybrid productions that mix real footage with synthetic. A director runs it, every piece starts from human- made material, and we keep a record of how it was made.
Who owns AI-generated work you make for us?
You do, on delivery, under the terms in the estimate. It’s made from your inputs and our work on commercially licensed tools.
Is our material used to train models?
No. Client material never goes into public training. We say which tools touched which frames.
Which directors work with AI?
[Names], listed above. The AI tag on the Creatives page goes only on people who work this way today.
When do you say no to AI?
When a camera would do it better, faster or more honestly. We tell you at the brief stage, before there’s a budget attached.