For over two decades, Spring Studios has shaped how beauty is imagined, produced and experienced. Today, the agency views the study and application of artificial intelligence as a natural evolution of this commitment — integrated not as a shortcut, but as a disciplined set of tools within proprietary workflows designed to enhance creative output.
Operating from its offices in London, New York and Milan, with extended coverage in Paris, Spring Studios translates brand positioning into high-performing content across a range of formats, from hero films and editorial stills to social cutdowns, e-commerce assets and immersive launch moments.
At the earliest stages of ideation, the agency’s Enhanced Ideation Lab expands creative possibilities while maintaining alignment with brand codes. Here, creative teams explore narrative directions, tonal and palette variations, packaging architecture and set design through cinematic-quality visualizations.
For fragrance, this means pre-visualizing the choreography of light, liquid behavior and vapor effects before any set is built. In the color cosmetics space, it involves testing shade ranges across diverse skin tones and finishes to ensure authenticity in texture and payoff. In hair and tools, movement, reflection and shine are studied in detail to plan macro-shots that stand up to high scrutiny.
The result is not speculative content, but smarter creative decision-making, helping optimize time on set and focus investment where it matters most: audience impact.
On the production side, Spring’s “Smart Budget Optimization” model draws on data from previous shoots and market benchmarks to tailor crew sizes and streamline set creation — sometimes replacing certain environmental or decorative elements with AI-generated assets.
Shot lists are designed for versioning and multichannel coverage, with on-set pre-grade previews aligning photography and motion from the outset. Complex reflections on glass or chrome packaging are addressed in pre-lighting and retouching is approached as a way to preserve authenticity rather than to erase reality.
In post-production, AI-assisted workflows accelerate tasks such as continuity checks, clean plates, product relabels, language swaps and aspect ratio adjustments, ensuring speed without compromising finish. The result is a cohesive asset ecosystem, where one master idea flows seamlessly across formats: from TikTok to out-of-home, from retailers’ product pages to live event screens.
This holistic approach has supported collaborations with brands including Brunello Cucinelli Beauty, Estée Lauder, Tom Ford Beauty, GHD, Ferragamo Beauty, Kiko, Pupa Milano and others.
“AI is our new tool, not a substitute for talent. It frees us to focus on storytelling and brand codes with full creative oversight,” said GianMario Motta, managing director of Spring Studios Italy.
“Used with discipline, it widens the creative field, lets us design richer worlds and keep the viewer’s attention where it matters most,” added Mike Raven, creative director of Spring Studios Italy. “On the finishing side, intelligent workflows help us pre-grade, maintain continuity and automate versioning, so quality holds while timelines compress.”
Governance is embedded at every stage: human oversight, transparent provenance, rights and consent management by default, curated datasets and brand-safety guardrails are standard.
For Spring Studios, the future of beauty content is hybrid, a space where human creativity and intelligent tools work in concert. Success will depend on partnering with teams who can orchestrate the full production stack, integrate AI consciously and ensure that every asset not only delivers quality but earns its place in the brand’s story.
For more information, email enquires@springstudios.com.