Visual effects (VFX) have become indispensable in modern filmmaking, revolutionizing storytelling and creativity with advanced digital techniques. However, the high cost of VFX tools often leaves independent filmmakers and content creators with limited budgets struggling to compete with larger productions. Beeble AI, a new company, is leveraging artificial intelligence to address this issue.
Based in South Korea, Beeble AI has developed virtual lighting solutions aimed at reducing the high costs associated with creating top-tier, Hollywood-level visual effects. This innovation is designed to level the playing field in the film industry, empowering indie filmmakers and content creators to compete with larger productions.
The startup recently secured $4.75 million in seed funding, led by Basis Set Ventures with participation from Fika Ventures, valuing the company at $25 million. Beeble AI CEO and co-founder Hoon Kim shared this information with TechCrunch.
Founded in 2022 by five co-founders who previously worked in the AI research and machine learning team at South Korean game publisher Krafton, Beeble AI was born out of a realization that no AI startup was focusing on “lighting,” a crucial element in filmmaking and photography.
Beeble’s flagship product, SwitchLight Studio, is a desktop app that offers relighting and composition within virtual environments. This product will be rebranded as Virtual Studio in the third quarter of this year, according to Kim.
“While our initial focus was on virtual lighting, we are now shifting towards developing comprehensive virtual production studios,” Kim said in an interview with TechCrunch. “We foresee a future where small teams of fewer than 10 artists can create content that rivals that of major Hollywood studios.”
Virtual production involves combining virtual and physical settings in the creation of films. Traditionally, a green screen is used in filming to allow editors to incorporate VFX during post-production. However, in high-end virtual production, a large LED screen has replaced the green screen, though this technology remains expensive for indie filmmakers.
“Powered by Unreal Engine and giant LED walls, virtual production creates the illusion of on-location shooting without the actual travel. However, this technology has been accessible only to filmmakers with million-dollar budgets due to its high cost and complexity,” Kim explained.
Unlike traditional virtual production companies that use LED walls to bring virtual environments into the real world, Beeble’s virtual production platform virtualizes real actors into the virtual world. With just a phone camera, users can access infinite locations, lighting, and camera options, all within a virtual environment.
Disney+’s “The Mandalorian” is an example of a film shot using virtual production for filming and real-time effects. Virtual production has rapidly become one of the fastest-growing areas of visual effects and filming.
Potential users of Beeble’s virtual production platform could include not just B2C users like content creators and filmmakers, but also B2B companies such as ReelShort, a short-form video streaming app specializing in serialized dramas.
Generative AI companies like OpenAI’s Sora and Runway help make videos from text, potentially disrupting the animation and movie industry. However, Kim noted that generative AI models often produce random content and alter the original image or video even for simple tasks. Beeble is designed for predictability and ease of manipulation with AI capability. “To tell a compelling story, you need to have full control over every little detail of the project, including environment, characters, camera, and lighting,” Kim continued.
A text-based prompt interface does not allow for detailed iteration to perfect shots. Beeble aims to enable fully controllable video creation with AI.
The key to achieving significant cost reductions is their foundational AI model, which allows adjustments to lighting, environments, and camera movements in the post-production stage. According to a report published by co-founding members at CVPR 2024, the foundational AI model “automatically digitizes 2D footage of an actor’s performance into a physically accurate 3D representation.” This reconstructed actor in a 3D space has precise geometry and textures, giving artists complete freedom to alter lighting, environments, and camera angles. Beeble AI claims this capability significantly reduces budget constraints and allows creators to focus primarily on storytelling. Users can create cinematic shots in their living room using just an iPhone.
Beeble AI began generating revenue last October. Around 3 million users have downloaded its SwitchLight mobile app, an AI photo editor app. The startup also mentioned that Caption AI is integrating its SDK to offer advanced relighting features within its app.
With the new capital, Beeble AI plans to expand its business to a virtual production studio platform. The funds will be used to advance its foundational AI model, further product development, and hire additional staff, which currently consists of seven employees.
Previous investors in Beeble AI include Mashup Ventures and Kakao Ventures.
Source: TechCrunch
