Overture Studios Launches Innovation Studio
Overture Studios officially launches with a clear point of view: the most compelling work happens when live-action, post-production, and AI are developed in sync from the start. Founded by Geno Imbriale, Tomer DeVito, Stewart Hendler, and Brian Keegan, the studio is led by industry veterans whose backgrounds span executive production, acclaimed directing, and post-production leadership.
Overture’s roster includes AI-fluent filmmakers grounded in traditional craft–directors who integrate live action, post, and hybrid workflows into a unified creative process. Each serves as a fully embedded creative lead, guiding projects from early development through final delivery.
“Our directors and artists are involved from the earliest stages, ensuring ideas are shaped with intention rather than retrofitted in post,” said Tomer DeVito, Managing Partner at Overture Studios. “Our work is powered by the latest technologies and exceptional artists, backed by decades of experience. We operate within production processes that agencies and brands know and trust, adapting them for a faster, more flexible environment–without sacrificing craft, authorship, or creative clarity.”
DeVito is joined by Geno Imbriale, Managing Partner; Stewart Hendler, Creative Lead; and Brian Keegan, Executive Producer, Post & Operations.
Keegan elaborates, “I don’t think AI is the answer to every creative problem, and I definitely don’t see it as a shortcut around craft. For me, it’s another tool in an already complex post-production ecosystem, one that works best when it’s built on proven VFX and post workflows. Used with intention, AI can make processes more adaptable and help unlock ideas that might otherwise be out of reach, while keeping creative control and craftsmanship at the center.”
From subtle enhancements to blockbuster-scale visuals, Overture offers comprehensive production and post-production services elevated by hybrid intelligence. By uniting proven practices in previs, design, live action production, animation, editorial, VFX, and finishing with emerging automation tools, the studio delivers sharp, consistent work while advancing modern production capabilities.
Overture’s tech-enhanced workflow includes creative visualization, hybrid second-unit teams and pick-ups, full AI creation, asset multiplication, and cutting-edge VFX–delivered on accelerated timelines and at lower cost than traditional approaches.
While accelerated timelines are valuable, Overture's core value proposition centers on expanded creative control within compressed production environments. By bringing creative teams into projects earlier, the studio affords all parties the time and freedom to test bolder concepts and make smarter decisions.
“AI expands the creative sandbox,” said Imbriale. “It opens the door to ideas that were previously off-limits due to budget, pace, or perceived risk. In 2023, ArtClass hosted AI LIVE during the Cannes Lions Festival in collaboration with OpenAI, years before AI became mainstream. Overture’s involvement with AI isn’t new. We’ve been experimenting, working, and having real conversations about how technology and creativity intersect from the very beginning. We know firsthand that its real value isn’t novelty alone—it can meaningfully support creative ambition.”
Brands that have already partnered with Overture include Toyota, Jeep, Pfizer, Paramount, Citgo, and Frank's RedHot, with additional projects in production.
The Overture Studios roster includes Mark Kudsi, Grady Hall, Anaïs La Rocca, Tristan Holmes, Anthony Rubenstein, Chris Eckhardt, James Lee, Frederica Intelisano, and Stewart Hendler.
Speaking to Overture's governing artistic principles, Hendler adds, “The laws of creative physics have been broken. When we hear ‘not enough time, not enough money, not possible’—that’s when we get excited.”
