Google has hired filmmaker and creative director Henry Daubrez as its new filmmaker in residence, betting that embedding a creative directly within its Labs team will give its AI video tool, Flow, an edge against rivals like OpenAI and Meta.
- The creative in the machine: Daubrez's role is twofold: he'll help shape the product internally while also leading Flow Sessions, a new mentorship program that gives a select group of filmmakers free rein with the tool and direct support to develop their own projects. He is also developing The Enchanted Door, an interactive project that lets users steer the story's direction.
- The Hollywood playbook: The hire isn't Google's first attempt to court established talent. The company's strategy leans heavily on creative partnerships, with Flow's official launch earlier this year tied to a deal with Darren Aronofsky's AI studio, Primordial Soup. The move comes as the AI video space heats up, with Google doubling down on its effort to win over the creative industry.
By bringing filmmakers directly into the development process, Google is signaling that its path to winning the AI video race runs directly through Hollywood, prioritizing artist adoption over a pure technology arms race. In his LinkedIn post, Daubrez noted he will continue to consult through his own shop; a Google product lead previously explained the company's investment in Flow was spurred by seeing creatives making three- to four-minute shorts; and Daubrez’s official talent bio jokes that his persona is either his "biggest scam to date" or his "greatest ‘tour de force.’"