As AI becomes part of more creative tools and production workflows, creative teams are facing a practical question: how can they embrace technology without losing the human perspective that makes stories meaningful?
A Universe of Lights, Signify’s latest brand film, which premiered earlier this year at Light + Building in Frankfurt, was created to bring together the company’s story of light, innovation and human impact.
Diana Balanescu,
Senior Brand Strategy Manager at Signify
While AI adoption is growing quickly across businesses, many organizations are still working out how to use it in ways that create meaningful value1 .
For Signify’s latest brand film, the answer lies in using AI as a support for human creativity, not as a substitute for it.
Diana Balanescu,
Senior Brand Strategy Manager at Signify
Diego Molina,
Creative Director of Popcorn Brain
These techniques allowed the team to realize a more ambitious creative vision than would have been practical using conventional production methods. Virtual environments and advanced rendering technologies expanded what was creatively possible while keeping the production grounded in human direction and decision-making.
Key innovations include:
Creativity, strengthened by technology
As AI becomes more common in creative production, many teams are exploring how to use it responsibly 2.
For companies experimenting with these technologies, the challenge is not whether to use AI, but how to do so in a way that preserves creativity and trust.
A Universe of Lights presents a proof point for a new model of creativity: one that brings together AI, virtual production, and human storytelling to create content that is more scalable, adaptable and emotionally resonant. The film offers a perspective of how brands can embrace technology without losing sight of what makes great storytelling work best: human purpose, human judgement, and human experience.
1 McKinsey’s 2025 global AI survey reported that 88% of organisations use AI in at least one business function, but nearly two-thirds have not yet begun scaling AI across the enterprise.
2 Adobe’s AI and the Creative Frontier study found that while creative professionals see AI as a valuable tool for saving time and generating ideas, they also place a high value on transparency, attribution, and clear disclosure of AI-generated content.
Signify (Euronext: LIGHT) is the world leader in lighting for professionals and consumers. We proudly bring to market the world’s best lighting brands, from Signify, Philips, Philips Hue, Signify Interact, Signify Dynalite, Color Kinetics and many more. Our advanced products, connected systems and services unlock the extraordinary potential of light for brighter lives and a better world. In 2025, we had sales of EUR 5.8 billion, approximately 27,000 employees, and a presence in over 70 markets. We are in the Dow Jones Sustainability World Index and hold the EcoVadis Platinum rating.
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