Reimagining Filmmaking: How AI Can Become Your New Creative Partner

Hi ALEXANDRA! who are you and what do you do? 

I’m originally from a small fishing village in Northern Iceland but grew up in the Swedish countryside. I’ve always been drawn to storytelling — when I was a kid, my sister and I used to make our own movies with our dad’s VHS-camera (we did a pretty iconic version of Titanic with 0kr budget).

Today, I’m a filmmaker, director, and founder of Kentsdottir Production. I work with everything from branded content and music videos to documentaries and commercials — always with a focus on emotion, storytelling, and strong visuals.

You recently took our AI for Design & Video. What made you choose this course? 

I’ve always been curious about new creative tools, and AI is clearly transforming our industry. Instead of fearing it, I wanted to dive in and truly understand how it works — not just talk about it. I was eager to explore how AI could complement and elevate my existing workflow, both in traditional filmmaking and in creating AI-generated content. Most of all, I wanted hands-on experience and practical tools I could start using right away.

What did you take away from the course?

A new mindset! It’s not just about using tools — it’s about understanding and creating systems, combining logic and creativity, and building your own workflow. I now have a solid foundation in how AI can support the creative process, from moodboards and storyboards to full video experiments. 

What was it like having Michel Megherbi as your instructor?

Michel was great — clear, inspiring, and full of industry insight. He made AI feel both accessible and exciting. He explained the essentials in a way that made sense, while also pointing us toward deeper learning if we wanted to go further. He gave thoughtful feedback on our work, which made it easy to improve and evolve our skills throughout the course.

What did you find the most fun or valuable during the course? 

Getting hands-on with the tools and shifting my mindset around AI was incredibly valuable. Seeing how traditional filmmaking and AI can merge sparked so many new ideas — it completely changed the way I think about video creation. I also really appreciated the chance to share and reflect with the other participants — it added another layer to the learning experience and made the course even more inspiring.

Have you been able to apply what you learned? 

I’m currently working on the project I started during the course — an AI-generated promo video for my true crime podcast Nära Ögat – True Crime för mesar. We’ll be sharing that video soon. I’ve also started using AI to develop visual concepts and explore different looks for upcoming film projects. It’s quickly becoming a natural part of my creative process, especially in the early stages of pre-production.

What does a typical day at work look like for you?

It really depends on where I am in a production. In pre-production, it’s all about meetings, planning, and visualizing. During shoots, it’s long days — sometimes I direct, sometimes I also operate the camera. In post production, I spend most of my time editing and creating in my own space. 

What’s the best part of your job?

The variety. I love working in projects, meeting new people, and starting fresh with each idea. But most of all — I love telling stories. Taking a feeling or idea and turning it into something visual that connects with people. And the people I get to meet and film are a huge part of why I love this work.

And the challenges?

Balancing the creative with the practical. Running your own company means wearing a lot of hats. And as any freelancer knows — work comes in waves. It’s either full-on or very quiet. But I wouldn’t trade it — the freedom and creative ownership are worth it.

Where do you find inspiration?

In people — always. I love hearing stories and turning them into something visual. But honestly, inspiration can come from anywhere: something you see on the subway, an overheard conversation, a feeling, a photograph, a film — or even just scrolling through the Midjourney library. You never know what will spark an idea!

Do you have a career tip you’d like to share?

Maybe not for everyone, but: don’t overthink it. Just start. Start creating, start sharing, use the tools you have. You don’t need a 10-year plan or a fancy title — just figure out what you love doing and try to build your world around that. If you love it, you’ll work hard to make it happen.

What would you say to someone considering taking this course?

Do it! Whether you’re completely new to AI film or just curious, this course gives you the tools, confidence, and creative spark to start experimenting. I left the course feeling truly inspired and eager to learn more. Honestly, I didn’t want it to end. When’s AI for Design & Video – Part 2 starting? Count me in!