Art-directed, story-driven, built for the world your brand lives in.

Directed is Calibre Studio's premium AI visuals offering. Stills, motion, CGI, and TVC, produced under formal art direction. The market competes on speed and volume. We don't. Directed is for brands that care how images feel.

We don't generate images. We direct them.

Directed by craft. Powered by AI.

The Visual Operating System

Every engagement starts with a VOS, your brand's Visual Operating System. Lighting, palette, casting, wardrobe, environments, props, motion language. Once it's built, the work stays consistent across campaigns, channels, and seasons. It's how we keep the work on-brand instead of on-trend.

How we work

01. Brief + Strategy. We define the Visual Operating System before producing a single frame. Lighting rules, composition, colour, texture, tone. This is where decades of commercial experience matter most.

02. Generate at volume. With the VOS governing every parameter, light, composition, colour, tone, we generate at volume to find the compositions that earn their place. This is where visual judgment becomes the critical filter. AI generates. We decide.

03. Direct + Curate. The creative director selects, rejects, and refines. This is the phase that separates directed work from everything else.

04. Post-production. Selected assets go through the same pipeline as a traditional shoot, retouching, colour grading, compositing. Commercial standards, no exceptions.

05. Motion + Adaptation. Stills become motion. Hero assets become platform-ready cutdowns. Every format, every ratio, every placement, delivered ready to publish.

06. Deliver + Learn. All formats, all platforms, on time. When performance data is available, it feeds the next cycle. The system gets sharper with every round.

Engagement tiers

Single Drop From €2,000

A focused one-off. One product story, one social asset suite, or one paid stills set.
Best for brands testing the partnership, or with a single launch in mind.

Includes:

• One creative concept

• Art-directed asset production

• Stills suite, motion optional

• Channel-ready cutdowns

Timeline: 2 weeks

Campaign Package From €5,000

A single campaign, fully art-directed.
Best for brands with an existing VOS, or one-off launches that don't yet need a foundation build.

Includes:

• Creative direction and treatment

• Full campaign asset suite, stills and motion

• Channel cutdowns for paid, social, and web

Timeline: 3 to 4 weeks

Foundation Build From €7,500

Your Visual Operating System, plus a hero asset suite that puts it on screen.
Best for brands ready to define how their visual world looks and operates across every channel.

Includes:

• Visual Operating System (lighting, palette, casting, environments, motion language)

• Brand film treatment

• Hero stills suite

• Hero motion piece

• Channel handover document

Timeline: 4 to 6 weeks

Always-On Retainer From €10,000 / month

Monthly content production across all four pillars, governed by your VOS.
Best for brands that need consistent volume without losing craft.

Includes:

• Monthly creative direction and asset planning

• Stills, motion, and editorial across pillars

• Always-on paid and social content

• Quarterly hero piece

Minimum engagement: 3 months

Add-ons: packshot-to-lifestyle, design recycling, and realistic product visualisation.

Who it's for

Fashion and lifestyle brands with constant content needs. Growth-stage DTC scaling on lean budgets. Mid-size agencies wanting AI production capability without building it in-house. Luxury and premium brands needing global consistency. CPG and food brands managing high SKU counts and seasonal refreshes.

The studio

Calibre is led by two formally trained co-founders: fashion and advertising photographer Thor Elias Engelstad and art director Shanna June Pelling, who have deep commercial experience across fashion, beauty, wellness, food and drink, lifestyle and luxury.

Thor Elias Engelstad has photographed campaigns and creative work for brands including Volvo, Pandora, Billabong, HP, Village Roadshow, Samsung, Skullcandy, Princess Luxury Yachts and Valley Eyewear. He has also worked as a fine artist since 2004, with exhibitions and recognition including Art Basel Miami, Art Basel Hong Kong, Contemporary and Digital Art in Times Square (New York), MvVO AD ART SHOW at the World Trade Centre (New York), Sakura Gallery (Paris), The Brick Lane Gallery (London), and the Tokyo International Foto Awards, where he won Gold in the Professional Fashion category. His editorial features include Harper’s Bazaar, Elle, Cosmopolitan, W, Rolling Stone, Bloomsbury and French Photo.

Shanna June Pelling has led art direction, marketing strategy, social media management and graphic design for brands including Nina Ricci, Asphalte and Group Bel in Paris, Pots & Co in London, and Fuarain Skincare, Deeside Water, Mackintosh of Glendaveny, Stag’s Breath of Scotland, Walter Gregor’s Tonic Water and The Scottish Venison Co. across Scotland.

Partnering with them, François Devauchelle, founder of rodeoclip.com. Paris-based Senior Art Director, 3D/Motion Design specialist & generative imagery wizard. Over 20 years of experience creating pixel-perfect content for premium and luxury brands across digital media and the music industry. François has collaborated with leading agencies including Publicis, Mazarine, Havas, Zone Studio, as well as Warner Music (Germany & Norway), producing work for an elite roster of clients and artists: Dior, Chanel, Givenchy, Viktor & Rolf, Gesaffelstein, L'Oréal Paris, Dunhill, Dj Hell, Chopard, Antoine Clamaran, Orveda, Bottega Veneta, Julie Bergan, Devialet, Hyperstellar, Hugo Boss, Sephora, Zadig & Voltaire.

Also partnering, Andy Wilson is a multidisciplinary designer with deep experience across fashion, streetwear, and brand creation. His work spans technical garment design, brand identity, and digital fashion, with credits including The Anti-Order, Culture Kings, and Dxxmlife with Scarlxrd.

No outsourced production. Direction stays with the people whose names are on the door.