York spinout brings Hollywood effects to independent filmmakers

Summarised from 2 outlets · Updated 14 Oct, 06:05 · Archive

PXLD AI, a University of York spinout, has developed software that places actors into virtual worlds using any camera while preserving their performances.

PXLD AI Ltd, a spinout from the University of York, has developed software that places actors into virtual worlds using footage from any camera, from IMAX to iPhone, without altering their original performance. The technology can change lighting, generate clean backgrounds, and integrate all elements of a scene while preserving the actor's emotions, micro-expressions and overall performance.

Dr Will Rowan, CEO and co-founder, said the innovation addresses a major limitation of traditional green-screen methods, which require frame-by-frame editing and often produce unnatural results. A filmmaker can shoot on top of a York car park and finish that same scene on a New York skyscraper at night, with the performance remaining exactly as the actor gave it on the day.

The venture was developed through the University of York's School of Arts and Creative Technologies and further refined in the Department of Computer Science. PXLD's commercial journey was supported by the University of York's Impact Acceleration Account, along with £20,000 in follow-on funding from the AI Superconnector scheme. The company was founded by Dr Rowan, James Gardner and Professor Will Smith, and is now entering a new phase of research and development following a completed seed funding round.

How it is being reported

• York spinout brings Hollywood-quality virtual worlds to independent filmmakersYork spinout PXLD AI is bringing Hollywood-quality visual effects to filmmakers, placing actors in virtual worlds from any camera while preserving performances.The Press (York) · 14 Oct, 05:00
• York spinout brings Hollywood-quality virtual worlds to independent filmmakersYork spinout PXLD AI is bringing Hollywood-quality visual effects to filmmakers, placing actors in virtual worlds from any camera while preserving performances.Gazette & Herald (Malton) · 14 Oct, 05:00

In this story: PXLD AI Ltd · University of York · Dr Will Rowan · James Gardner · Professor Will Smith · York

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