Filmmakers, Jay Topping and Digby Hogan, have turned creative ideas into awarded work in large production studios and their own production studios in Australia for fifteen years each, after meeting at Cutting Edge early in their careers. Now, they have joined forces again to launch The FOURTHE, a director-led AI production studio built to bring cinematic control and creative intent to generative filmmaking. The studio leads a shift from AI experimentation to intentional, director-led filmmaking built with AI.
The new studio answers a challenge encountered by many brands as they experiment with generative video – inconsistent quality, aesthetic drift and a lack of narrative cohesion. The FOURTHE positions itself as the antidote, applying traditional film craft and directorial oversight to AI workflows.
Topping has spent over 14 years directing major campaigns for brands including Google, eBay, CommBank and Wrigleys, including a stint as director of film & technology at Clemenger BBDO production studio, MADE THIS. Hogan has led Brisbane production studio, The Empire Post, since he founded it twelve years ago.
To kick off the launch of their future-forward studio, Topping and Hogan have released a foundational showreel and a high-end spec commercial, Milkrun Man – pieces which demonstrate that AI production can deliver emotionally grounded performance, consistency and brand-safe polish at commercial scale.
“Anyone can generate a series of pretty pictures, but storytelling requires intent,” stated Hogan, co-founder and AI production specialist, The FOURTHE. “We have built The FOURTHE to replace prompt-chasing with deliberate direction and cinematic intent. Our promise is simple: infinite creative freedom and zero creative compromise, coupled with senior-level craft that guides every frame”.
“AI production needs a director’s precision,” added Topping, co-founder and AI production specialist, The FOURTHE. “Our focus is performance-led storytelling and execution that feels intentional, human and unmistakably cinematic. We are directing every pixel to ensure the final result carries the same weight and emotion as a traditional high-end shoot”.
Operating as a specialist unit, The FOURTHE collaborates with agencies and production houses to scale high-end work across hero films, social content and OOH. The studio emphasises ethical, commercial-ready workflows and uses secure production environments to maintain a clear approach to copyright and IP.
