“I think we're living through the exact same thing right now... we're moving from cinema to TV to mobile, streamer, micro drama, short form — and that new format really lends itself to AI,” says Xavier Collins, CEO of Wonder Studios, describing the moment he believes is opening a new path for storytellers.
According to Collins, AI is not a replacement for film craft; it is a set of tools that lets filmmakers become founders and entrepreneurs by lowering the barrier to producing high-quality visual storytelling.
Speaking with us on Denoised, Xavier laid out how Wonder Studios plans to combine community, proprietary workflows, and partnerships with model providers to both produce premium content and build owned IP. We followed that conversation with JD LeRoy, co-founder of Playbook, now part of Wonder, to understand the practical tooling and what the studio is building under the hood.
Two-sided studio: Agency work and IP-first production
Wonder Studios operates as a two-sided studio: an agency that delivers premium AI video projects such as music videos, documentaries, indie features, and commercials, and an IP arm that develops original content and partners with storytellers to turn local stories into global franchises.
Agency side: Acts like a marketplace. By tapping into a creative community, Wonder pairs clients with AI-native artists and filmmakers to deliver client work faster and at new price points.
IP side: Focuses on Wonder Originals — in-house anthology films and franchise building. The studio aims to retain ownership while using AI to accelerate production and scale transmedia extensions such as games and interactive experiences.
Collins frames this as an above-and-below-the-water iceberg. The visible output is the work clients and audiences see. Below the surface are the workflows, pipelines, and tooling that let creators reliably produce that work.
Partnering with the model makers rather than building models
Wonder does not plan to build foundational models. Xavier describes the company as crafting jewelry from the raw AI output other companies extract. In his words:
We're taking the gold of AI, melding it with the diamond, the silver of great storytelling, great photography... creating the content that people are ultimately consuming.
That position lets Wonder stay technology-agnostic: use the best model for the job, maintain close relationships with vendors, and focus R&D on the production workflows that matter for filmmakers.
Where proprietary value actually lives: workflows and IP
The long-term defensibility Wonder seeks rests in two places:
Proprietary workflows that sit above models and make AI tools accessible to traditional filmmakers, speeding iteration and reducing wasted time.
Owned IP that Wonder develops with storytellers and rights holders, particularly material that would traditionally never clear the economic hurdles to become animated features or series.
Collins highlights a concrete example: a Swedish children's book with roughly 5 million copies sold that would historically have required selling rights to a major studio or raising millions for a traditional animation pipeline. With AI workflows, Wonder can help preserve creators' ownership while creating quality adapted content and testing audience demand.
Acquiring Playbook: building “Figma for storytelling” knobs, not a black box
In the conversation, JD LeRoy explained why Wonder acquired Playbook. The Playbook team had been building user-facing interfaces and "knobs" on top of diffusion tools to give creatives parametric control over shots, cameras, and composition — a far more intuitive interface than raw text prompts.
Text prompting is a very limited interface to kind of express your idea for a shot. We wanted to bridge the gap between parametric 3D game-engine technologies and traditional camera framing, so you can say: “frame the shot with this camera in a 3D space.”
That kind of tooling answers the common complaint of "prompt lottery" and gives filmmakers the ability to express a shot like they would on set. The Playbook team now focuses on internal tooling powering Wonder’s production workflows while keeping the studio oriented toward repeatable productions and single-source-of-truth pipelines — the things that make larger projects repeatable and scalable.
Human roles that remain central
Despite all the tool automation, Wonder sees human judgment as the enduring differentiator. Collins uses analogies to make the point: early AI workflows are like Elon Musk's SpaceX Raptor 1 — messy and manual; AI today is Raptor 2 — faster but still redundant; Wonder aims for Raptor 3 — smooth, where automation removes repetitive tasks and frees creatives to focus on what matters.
The roles that remain essential include:
Directors who shape emotional beats and visual tone.
Writers who define story and structure.
Editors and colorists who refine rhythm and visual continuity.
Actors and performance directors when the project benefits from human nuance.
Collins stresses that emotion remains the test: when AI-driven content moves people, it proves that story and taste still matter far beyond raw technical output.
Workflows, the 100-tab problem, and unit economics
One recurring pain point the team is solving is the "100-tab problem" — dozens of tools, Slack threads, and iterative exports that slow creative flow. Wonder is streamlining pre-production, production, and post workflows and reducing the handoff friction that eats creative time.
They measure projects by simple unit economics: revenue per minute of finished content versus cost per minute to produce. Those levers are API cost and, crucially, time spent iterating. The tooling Playbook provides aims to cut that time while preserving creative control.
$12 million seed round and US expansion
Wonder recently closed a $12 million seed round led by Atomico with follow-on from LocalGlobe and Blackbird, and strategic participation from technology and media partners including Adobe. The round supports U.S. hiring, product and tool development, and scaling the IP slate.
Collins also signaled an active U.S. push: Wonder has launched a New York office and is hiring in the U.S. to access the broader market, partnerships, and talent networks needed to scale quickly.
More detail on that funding announcement is available through Wonder's seed announcement on LinkedIn.
Community as a strategic moat
Community sits at the core of Wonder’s sourcing and talent strategy. The studio grew from a grassroots group called Realdreams started by co-founder Justin Hackney, and community-building continues to be a recruiting and creative engine.
Collins argues community does two things simultaneously: it broadens the talent pool and acts as a gravitational hub that attracts craft filmmakers and AI-native artists. He also described plans for a Wonder fellowship with London film schools to build a pipeline of young AI-aware filmmakers — an example of building local critical mass while staying globally connected.
Ethics, synthetic actors, and industry concerns
The synthetic actor debate surfaced during the interview. Wonder takes a cautious stance: the studio does not focus on creating synthetic human actors, and Collins emphasized empathy for actors and creators affected by misuse of synthetic likenesses. Instead, Wonder wants to unlock projects that otherwise would not be made — teasers, proof-of-concept work, and archival reconstructions that support real creators.
We want to develop projects, put the right people — writers, directors, executive producers, AI talent — in the room and take independent concepts that would never be made and make them possible.
The approach balances creative opportunity with sensitivity to consent, rights, and performer livelihoods. For Wonder, hybrid workflows that pair human actors with AI tools remain the mode for projects that require performance nuance.
Where Wonder sees the market going
Collins believes the next wave of content will live in shorter, mobile-native formats — micro dramas, episodic shorts, transmedia experiences — and that AI tools are particularly well suited to these formats because they allow fast iteration and lower per-episode costs. That does not mean abandoning long-form cinema; rather, Wonder plans to span formats and meet audiences wherever they are.
He also flagged the studio's interest in making content extensible: start with a series, then spin into games, merch, immersive experiences, and AI-driven marketing activations.
Favorite tools and practical guidance
On day-to-day tooling, the team still leans on controllable, hands-on systems. Collins mentions an ongoing preference for tools that offer full control and enterprise support for production-scale work. JD and Xavier both call out interfaces that provide parametric control over shots as the most impactful near-term improvement to creative workflows. Some of their favorite tools include Freepik, ComfyUI, and Granola.
They also encourage filmmakers to focus on projects where AI is used as an unlock — things that could not have been made before — rather than using AI purely to cut costs or replace human nuance. The objective is to build work that demonstrates the craft value of hybrid approaches.
What this means for filmmakers and producers
For creators and production leaders, Wonder’s model suggests three practical moves:
Experiment with short-form IP tests to validate stories and build early audiences before pitching large-scale studio budgets.
Invest in tooling and workflows that reduce iteration time and centralize assets, rather than relying on fragmented tools and ad hoc processes.
Retain rights whenever possible and use AI tooling to produce proof materials that prove audience demand and increase negotiating leverage with distributors and studios.
Closing thoughts
Wonder Studios is betting on a combined strategy: grow a talent-rich community, build production-first workflows that sit above models, and develop owned IP that benefits from AI's cost and speed advantages. The studio’s recent funding and the Playbook acquisition indicate they will push both the creative and technical sides in tandem. As Collins puts it, the industry is shifting formats, and that shift creates new opportunities for filmmakers to lead as founders if they can learn the tools and retain ownership of the stories they bring to life.
If you want to learn more, visit Wonder Studios and follow the company's updates. The studio has been vocal about its plans to scale IP and tooling as the market matures — and they’re clear they plan to do this while keeping creatives at the center of the process.
