• AV WORK
    • Swagger
    • Truth Be Told
    • The Handmaid's Tale
    • Friday Night Baseball
    • Baltic Born
    • Brilliant Earth
    • Bite Size Horror
    • Mr. Mercedes
    • Phenoms
    • Rogue
    • Hulu Has...
    • Grizzlyfest 2019
    • Grizzlyfest 2018
    • Grizzlyfest 2017
    • Huluween
    • AMVA
    • 7-Eleven/Speedway
    • Preveta
    • Soul Rebel Marley - Holy Father
    • J'Riva - Frank Ocean
    • AI Production R&D - Winter 2026
  • ART+DESIGN
  • PHOTOGRAPHY
  • SOCIAL
  • RECS
    • My Bio
    • My Scrapbook
  • CONTACT
Menu

MARTYN WATTS

  • AV WORK
  • AV CAMPAIGNS
    • Swagger
    • Truth Be Told
    • The Handmaid's Tale
    • Friday Night Baseball
    • Baltic Born
    • Brilliant Earth
    • Bite Size Horror
    • Mr. Mercedes
    • Phenoms
    • Rogue
    • Hulu Has...
    • Grizzlyfest 2019
    • Grizzlyfest 2018
    • Grizzlyfest 2017
    • Huluween
    • AMVA
    • 7-Eleven/Speedway
    • Preveta
    • Soul Rebel Marley - Holy Father
    • J'Riva - Frank Ocean
    • AI Production R&D - Winter 2026
  • ART+DESIGN
  • PHOTOGRAPHY
  • SOCIAL
  • RECS
  • ABOUT
    • My Bio
    • My Scrapbook
  • CONTACT

February 23, 2026

CATEGORY: MUSIC VIDEO

CLIENT: TUFF GONG INTERNATIONAL

PROJECT: HOLY FATHER

POSITION: PRODUCER/DIRECTOR

How do you film a spiritual pilgrimage to Ethiopia's holiest sites when you can't get your crew to Ethiopia?


PROJECT OVERVIEW
When Tuff Gong International approached us with Soul-Rebel Marley's "Holy Father," they faced a formidable creative challenge: their original vision—a spiritual pilgrimage filmed on location at the ancient rock-hewn churches of Lalibela, Ethiopia—had stalled due to budget constraints and filming restrictions from the Ethiopian government and church elders. With only B-roll footage and a compressed 2-month timeline, the project seemed destined to compromise its ambitious vision.

Instead of scaling back, we proposed a bold solution: combine LED wall technology with AI-generated environments to create broadcast-quality representations of Ethiopia's sacred landscapes—all shot in a Glendale studio. Using Google Veo 2, Kling 3.0, Runway ML, and Midjourney, we generated over 100 styleframes, built immersive volumetric environments, and delivered a cinematic music video that premiered on YouTube (100K+ views), aired on Jamaican broadcast television, and was displayed on OOH billboards across Kingston—proving AI-native production could achieve what traditional methods couldn't afford.

PROJECT CREDITS

Director/Producer: Martyn Watts (BRONKO)
Artist: Soul-Rebel Marley
Label: Tuff Gong International
Producer: Joseph I
Director of Photography: Jacob Caron
Production Designer: Jasmine Nicholes
Wardrobe: Joseph I
Colorist: Martyn Watts
AI Workflow Design: Martyn Watts

THE CHALLENGE →

100K+ YouTube Views | 66% Budget Reduction | 40 Setups in 1.5 Days | Broadcast 4K Quality | 8-Week Turnaround

THE SOLUTION

AI-Native Production Meets LED Wall Technology

Rather than compromise the creative vision, we proposed an innovative approach that would expand the scope while reducing costs: AI-generated environments displayed on volumetric LED walls, combined with practical cinematography and strategic art direction.

PRODUCTION TIMELINE

Week 1-2: Treatment development & AI styleframe iteration (1,200+ variations)

Week 2: Production shoot (1.5 days, 40 setups)

Week 3-8: Post-production (, VFX compositing, color grading, finishing)

Step 1: Treatment Development (Week 1-2)

Rather than adapting the original concept, I built an entirely new treatment from scratch, structuring Soul's journey as a classical hero's pilgrimage:

  • Act I: Soul walks the Ethiopian highlands, praying for guidance at Biete Medhane Alem

  • Act II: Trials in the cave (serpent and lion), divine footprints leading him forward

  • Act III: Bishop's blessing, vision of ancestors, ceremonial coronation with incense and umbrellas

  • Act IV: Celebration before the Debre Libanos Waterfall, community rejoicing

This narrative framework gave the video iconic symbolism and emotional arc—transforming simple performance footage into a spiritual epic.

Step 2: AI Styleframe Generation (Week 1-2)

Once the narrative was locked, I populated the treatment with over 100 AI-generated styleframes, iterating continuously (over 1,200 iterations in total) through pre-production to refine the look and approach—making on-set execution as guesswork-free as possible.

Tools tested: Google Veo 2, Runway ML, Midjourney, and Kling 3.0 (we experimented with multiple platforms to determine which delivered the best results for each scene type)

We generated styleframes exploring:

  • Ethiopian highland landscapes at golden hour

  • Interior architecture of Lalibela's Biete Medhane Alem church

  • Dramatic cave systems with volumetric lighting

  • Cosmic "heavenly" environments with god rays and celestial elements

  • The Debre Libanos Waterfall surrounded by celebration

  • Thunder and lightning storm backdrops

  • Demera bonfire ceremonies with sparks and smoke

Reference influences: Star Wars (epic scale), Ben-Hur (spiritual grandeur), 300 (dramatic lighting), Gladiator (throne room majesty)

Color palette strategy: Earth tones, deep blues, reds, whites—colors of nature balanced between warm and cold to evoke spiritual transcendence

Approval process: Virtual storyboard sessions with Soul-Rebel, Joseph I (producer/wardrobe), and department heads, iterating on lighting, color palette, and spiritual authenticity.








Step 3: AI Environment Generation (Week 1-2)

Once styleframes were approved, we generated full-motion 4K AI backgrounds tailored to each narrative beat:

Google Veo 2 for:

  • Physics-accurate water simulations (light refraction, surface tension)

  • Atmospheric phenomena (fog rolling through highlands, dust particles in god rays)

  • Natural movement (clouds drifting, fire flickering)

Kling 3.0 for:

  • Dramatic cinematic lighting (chiaroscuro, rim lighting, volumetric beams)

  • Dynamic action sequences (lion emerging from darkness, lightning strikes)

  • Elements feature: Multi-angle object mapping to maintain consistency of the lion, throne, and architectural details across multiple shots

Timeline 50_01_01_03_07.jpg
Timeline 50_01_00_38_03.jpg
Timeline 50_01_00_16_07.jpg
Timeline 50_01_00_05_03.jpg
Timeline 50_01_01_03_07.jpg Timeline 50_01_00_38_03.jpg Timeline 50_01_00_16_07.jpg Timeline 50_01_00_05_03.jpg

Why This Approach Worked:

  • Stock libraries lacked specific Ethiopian sacred architecture

  • AI enabled precise art direction (exact lighting angles, color temperature, composition)

  • Cost efficiency: API fees for 40+ custom backgrounds = $2K vs. $15K+ for stock licensing and compositing labor

Step 4: Production - LED Wall Shoot (Week 2)

Location: XRStage LA (Glendale) - 30-foot panoramic curved 4K LED wall
Timeline: 1.5 days of principal photography (40 setups)
Camera: Sony Venice (exceptional dynamic range for LED wall integration)

HOLY FATHER - BTS FINAL V2_01_02_35_02.jpg
HOLY FATHER - BTS FINAL V2_01_01_36_15.jpg
HOLY FATHER - BTS FINAL V2_01_00_20_13.jpg
HOLY FATHER - BTS FINAL V2_01_01_20_13.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_00_16_16.jpg
HOLY FATHER - BTS FINAL V2_01_02_12_23.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_48_05.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_00_25_04.jpg
HOLY FATHER - BTS FINAL V2_01_02_35_02.jpg HOLY FATHER - BTS FINAL V2_01_01_36_15.jpg HOLY FATHER - BTS FINAL V2_01_00_20_13.jpg HOLY FATHER - BTS FINAL V2_01_01_20_13.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_00_16_16.jpg HOLY FATHER - BTS FINAL V2_01_02_12_23.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_48_05.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_00_25_04.jpg

On-set workflow:

  • Pre-loaded AI-generated backgrounds onto LED wall playback system

  • 80% of setups used AI environments; 20% used green screen projected through LED for flexibility

  • No LUTs created in advance—shot in S-Log3 for maximum latitude

  • Lighting designed with modularity: setups could change "with the flip of a switch" to accommodate rapid scene transitions

  • Color temperature matching: Practical lights motivated by LED background colors (warm candlelight glow, cool storm atmospherics, etc.)

Critical advantage of LED vs. green screen: The LED wall cast interactive light onto Soul-Rebel and the set—creating authentic rim lighting, reflections in eyes, and environmental spill that's nearly impossible to replicate convincingly with green screen compositing.

DP Selection: I specifically hired Director of Photography Jacob Caron for his LED wall experience and enthusiasm about the AI integration, ensuring technical fluency on set.

Step 5: Post-Production - Finishing for Broadcast (Week 3-8)

Timeline: 6 weeks
Editorial: Assembled narrative arc emphasizing Soul's transformation from pilgrim to crowned king

VFX/Compositing (40% of shots required work):

  • 30% used DaVinci Resolve Magic Keyer (AI-enhanced edge detection)

  • 60% used Delta Keyer (standard chroma key refinement)

  • 10% used After Effects KeyLight 1.2 (complex hair/motion blur scenarios)

Upscaling/Enhancement:

  • All AI-generated footage required uprezzing to broadcast 4K

  • Custom "upscaling cocktail": Astra + Topaz Video AI (iteratively tested blend ratios for optimal sharpness without artifacts)

Color Grading Workflow:

  1. Color Space Transform (S-Log3 → DaVinci Wide Gamut → Rec.709)

  2. Exposure/contrast balancing

  3. Selective color (emphasizing earth tones, deep blues, spiritual whites)

  4. Midtone detail enhancement

  5. Final sharpening and focus refinement

Audio: Traditional vocal recording with strategic use of ElevenLabs for scratch vocal tracks during pre-visualization

STANDOUT AI SHOTS

Shot 1: The Lion Emerges

Narrative Context: Soul is trapped in a cave between a serpent behind him and darkness ahead—when suddenly, a lion charges forward from the shadows.

From Treatment: Slide 12

Traditional Approach:

  • Green screen shoot with Soul reacting to nothing

  • License stock lion footage or hire animal wrangler ($5K-$10K)

  • Composite lion with manual rotoscoping (8-12 hours)

  • Hope the lighting/perspective matches

AI Approach:

  • Generated close-up of lion walking forward through volumetric cave lighting using Kling 3.0 (dramatic rim lighting, realistic fur movement, intimidating eye contact)

  • Used Kling Elements: Mapped 4-5 reference angles of lion head/body to maintain consistency across 3 separate shots (wide, medium, close-up)

  • Displayed on LED wall during shoot—Soul's genuine reaction to seeing the massive lion image created authentic performance

  • Minimal compositing required (just edge refinement)

HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_13_21.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_10_07.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_09_07.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_13_21.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_10_07.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_01_09_07.jpg

Why It Worked:

  • $200 in API costs vs. $8K+ traditional

  • Lion's lighting perfectly matched cave environment (single unified render)

  • Soul's performance authenticity elevated by seeing real imagery instead of green void

Shot 2: Thunder & Lightning Coronation

Narrative Context: Soul performs against a stormy sky backdrop symbolizing spiritual struggle—"when the thunder rolls, dem a falter."

Traditional Approach:

  • Green screen + stock storm footage (generic, overused)

  • Separate lightning VFX elements composited in post

  • Multiple layers = complex edge work around Soul's regal costume details

AI Approach:

  • Generated custom "throne room in the clouds" environment using Veo 2 (physics-accurate cloud movement, atmospheric perspective)

  • Added dynamic lightning strikes using Kling 3.0 (precise timing, dramatic volumetric illumination)

  • LED wall displayed a unified environment—lightning flashes naturally illuminated Soul's gold/black robe with interactive light

Why It Worked:

  • Unified lighting (no "pasted-on" green screen look)

  • Custom-designed storm (not generic stock)

  • Interactive practical lighting from LED enhanced cinematic realism

Shot 3: St. Giorgi Candlelight Procession - Architecture & Atmosphere

Narrative Context: Soul performs in front of Lalibela's iconic St. Giorgi church, surrounded by hundreds of worshippers holding candles, bishops with ceremonial umbrellas, and sacred incense.

Challenge: Couldn't film at the actual location; needed to recreate architectural accuracy and spiritual atmosphere.

From Treatment: Slide 21

AI Approach:

  • Generated St. Giorgi's distinctive cross-shaped architecture using Midjourney styleframes → refined with Kling 3.0 for cinematic lighting

  • Created a "sea of candlelight" background using volumetric particle simulation

  • LED wall provided warm, flickering ambient light across Soul's costume and face

HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_18_22.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_21_05.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_15_23.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_17_15.jpg
HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_18_22.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_21_05.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_15_23.jpg HOLY_FATHER_MV_VIMEO_UHD_FINAL_08_1_00_02_17_15.jpg

Why It Worked:

  • An architecturally accurate representation honored Ethiopian heritage

  • Warm LED glow created an authentic candlelit atmosphere, impossible with a green screen

  • Soul's team and Ethiopian cultural consultants approved the scene’s authenticity

Shot 4: Solving the Candle Problem - AI Flames in Post

Production Constraint: Studio fire safety regulations prohibited lighting beeswax candles during the St. Giorgi procession scene—but extinguished candles would destroy the spiritual atmosphere and visual authenticity essential to the ceremony.

The Challenge:
Traditional VFX flame compositing is notoriously difficult and time-intensive:

  • Stock flame elements look generic and "pasted on," lacking natural flicker variation

  • Manual rotoscoping of organic flame movement = 20+ hours per shot for clean edges

  • Matching flame color temperature and interactive flicker to LED wall ambient lighting requires expert compositing skills and extensive trial-and-error

AI-Native Solution:
Rather than settle for stock elements or labor-intensive traditional VFX, I developed a streamlined hybrid AI workflow:

Step 1: AI Flame Generation
Generated photorealistic candle flames with natural flicker, varied intensity, and authentic warm color temperature (2700K-3000K range matching beeswax candles)

Step 2: Magic Keyer Rotoscoping
Used DaVinci Resolve's AI-enhanced Magic Keyer to cleanly isolate flames with edge detection in minutes (vs. hours of manual rotoscoping). The AI recognized the organic flame shapes and automatically refined the edge work frame-by-frame.

Step 3: Precision Tracking & Compositing

  • Composited flames onto each beeswax candle held by the talent

  • Tracked hand movement, perspective shifts, and talent blocking across 15 shots

  • Matched flame scale and orientation to candle angle in each frame

Step 4: Interactive Lighting Integration
Added matching flicker illumination on talent faces using selective color grading and luminance keys, simulating how candlelight would naturally cast warm, dancing light across skin tones. This "interactive lighting" pass sold the realism, making it appear the flames were genuinely lighting the scene.

Step 5: Detail Enhancement
Composited glowing embers at the candle wick tips beneath flames, adding a subtle layer of realism that reinforced the practical effect illusion.

Results:

  • 15 shots completed in 3 hours (vs. 40+ hours traditional VFX workflow)

  • Indistinguishable from practically lit candles in the final output

  • Passed Ethiopian cultural consultant review for spiritual authenticity

  • Solved critical production constraint without creative compromise

This demonstrates the power of hybrid workflows: AI accelerates the tedious parts (generation, rotoscoping) while traditional compositing skills handle the nuanced finishing (tracking, interactive lighting, detail work). The result? Professional-grade VFX delivered at a fraction of traditional timelines and costs.

RESULTS & IMPACT

Distribution:

  • YouTube: 100,000+ views

  • Jamaican Broadcast Television: Aired nationwide

  • Out-of-Home: Billboard placements across Kingston, Jamaica

Production Metrics:

  • Timeline: 8 weeks (concept to delivery) vs. 16-24 weeks traditional

  • Shoot Days: 1.5 days (40 setups) vs. the estimated 5-7 days traditional

  • Budget: $17K final budget (66% reduction vs. $50K+ location shoot + VFX composite approach)

KEY LEARNINGS & METHODOLOGY

What Surprised Us Most:

Technical Discovery: Working with AI-generated backgrounds on LED walls proved easier than anticipated. The way LED environments cast interactive light onto talent added an immersive, authentic quality nearly impossible to achieve with green screen—even with expert compositing. The technology elevated realism rather than creating a "digital" look.

Client Response: The Marley family and Tuff Gong executives were thrilled not just with the final product, but with the on-set experience. Seeing their vision materialize in real-time on the LED wall—rather than imagining it months later in post—created confidence and creative momentum.

What We'd Do Differently:

  1. Extended shoot schedule: Add half a day for additional coverage and experimentation

  2. LED brightness testing: Conduct more detailed pre-production tests of background brightness levels to optimize sensor latitude

  3. Backup environment variations: Generate 2-3 alternate versions of each background for spontaneous creative pivots on set

Golden Rule for AI Production:

Storyboard everything down to the smallest detail.

AI production demands more pre-visualization than traditional shoots, not less. We prompt-engineered lighting direction, wardrobe interactions, and art department specifications into every styleframe (1,200+ iterations), then shared them with department heads for iterative feedback. By the time we stepped on set, every shot was pre-visualized, every LED background was rendered and tested, and our modular lighting grid could adapt instantly.

The discipline of detailed pre-production transforms AI from "experimental tool" into "production-grade workflow."

© 2023 K Communications LLC. All Rights Reserved