We're Not Betting on AI, We're Betting on the Process

Our brand video recently passed 750,000 views across social media. Worried less about numbers, we were asking a harder question: how do you represent the tools of the future without selling a vision of the future?

We don’t pretend to know exactly what AI will become. Nothing starts or stops with Fuser, but we built Fuser to be adaptable, and to propel you closer to where you’re going.

The Beginning of “Make It Real”

The idea started small. One night, our friend and now–brand strategist, Case, stopped by while we were still bootstrapped, living off savings, wondering what our first social post should be.

He said, “What if we borrow Alexsey’s RED camera and do a slow tracking shot onto a 3D printer? Show how Fuser can make something real.”

That became Make It Real—a few short sizzles shot over two days with borrowed gear, favors, and about fifteen thousand dollars. It was less about selling Fuser as an idea to everyone else, and more so about using this moment to understand where Fuser truly fit in the lives of everyday creatives.

I remember being crouched on the pavement at SCI-Arc, watching a robotic arm lay clay. “We’re losing light,” our DP said, and her AC swiftly redirected the sun with a reflector. That moment encapsulated the spirit of production: resourceful adaptation against constraint to keep momentum. Fuser, we realized, aims to be that adaptive energy – filling gaps, adding light, and propelling the process forward. It’s about craft, resourcefulness, and sharing strategies to make more with less.

Pushing Against the Flattening

We know by now that “slop” pre-dates GenAI, but that doesn’t mean AI hasn’t contributed to the accelerated flattening of media. If things started to look the same before 2022, the tedium has become deafening. Our response was to design for difference: build authorship and imperfection into the process.

Filmmaking is expensive, which means collaboration essential. Every part of our video came from someone who took a piece of the vision and made it their own. From M Casey Rehm’s 3D prints and reliefs, to Kai’s ceramics, and Hal’s cake. In post, we asked our motion designer, Alex, to take what we have, and own it. That’s how real production works. Constraint meets creativity, and the magic happens somewhere in between.

We used Fuser throughout the process to prototype visuals, test model outputs, and refine art direction. Fuser helped make the video about Fuser. And in that loop, we started to understand how AI can change creative work from the inside.

The Work of Keeping Things Alive

Every creative process carries its own pulse. Some days it hums with focus; other days it drifts. What matters is keeping that current moving through the work, finding a way to stay connected to the impulse that started it.

AI has changed the conditions around that process. Tools shift faster than anyone can master them, and what feels new today might already belong to another cycle tomorrow. Yet the creative drive remains the same: to make sense of the moment, to shape something that didn’t exist before, to feel alive in the act of making.

In my years as an arts educator, I’ve learned that creativity survives through context. Knowing every tool matters less than knowing why something should exist. Energy without direction is noise. Tools without purpose are idle.

Fuser grew out of a desire to design a workspace to carry the momentum of making. Making across tools, across mediums, across moments when attention drifts and the spark starts to feel like stagnation.

From Make It Real to Make Something New

What began as a small shoot grew into something that carried its own rhythm. The project stopped being about a single video and became a study in how ideas take shape, and how to keep creative energy alive.

That’s what Make It Real became: a snapshot of a team using its own tools to learn how they might guide the next project. As Fuser developed, our call-to-action changed too. It became Make Something New.

It’s a reminder that creativity moves through people before it moves through machines. Fuser exists to keep that motion going, to give form to the current that connects one idea to the next.

We didn’t set out to make the perfect brand video. We made something that moves like we do. Something that feels like us.

And that, we think, is the point.

Try Fuser

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Brand Video Credits

Creative Director: Case Miller
Director / Producer: Danielle King — Miss King Creative
Director of Photography: Sophie Bruza
Assistant Camera: Peter Mickelson
Production Design: Rachel Colonna
Production Assistant / Talent: Alex White
Motion Design & Video Edit: Alex Turner
UI Graphics: Ayush Soni
Sound & Music: Anton Friisgard
Sizzle Edits: Carlos Sprung
3D Printed Shoes & Milled Panel: M. Casey Rehm
Ceramics: Studio Kai Mikel
Cakes: Hal Roeser
Nails: Piopionails
Fashion Pinups & Stickers: Laure Michelon
3D Printed Fuser Rings: Evangelos Koutsioumpas
AI: Fuser
Screen: StandardVision
Shot in Los Angeles
⍟ Special thanks to Caroline Haydon, Whisper, and Empath Studios