Editor’s Note:
We were deep in conversation in F5 Festival headquarter, fueled by espresso and the thrill of discovery, when the first notes of Benjamin Schoos’ music washed over us. Time seemed to stop. A hush fell over the room. We watched one time, two times three times, mesmerized, as the visuals unfolded. It was more than just a regular M® Quickie; it was a revelation. Moved beyond words, we knew we had to share it. We reached out to Mr. François, and from that moment, magic unfolded. That images and music became the heartbeat of the F5 EMPATH, a testament to the power of art to inspire transformation. Now, we share it with you—an invitation to believe that change is possible.
**Register for F5 EMPATH HERE << and let’s share something extraordinary together!
LAST CHANCE! 2nd RELEASE ENDING NEXT FRIDAY.
The Core Concept & Creative Inspiration
What’s the core idea behind ‘The Indefinable Nothing’?
The world today feels overwhelmingly negative. Constant bad news. Quite logic with so much wars, poverty and crisis. It’s like every corner of the media is saturated with despair and division. I wanted to break away from that and bring something positive into the conversation. This video is my attempt at offering a message of hope, a reminder that beauty and growth still exist. Flowers, not bombs. Think of it as a 2025 reboot of “Flower Power,” minus the questionable fashion choices.
How does the video explore themes of existence and transformation?
Humans are an incredibly resilient species. Through the contrast of desolation and bursts of vibrant flowers, the video captures this resilience. The black-flowered creatures represent a world stuck in despair, while the explosions of color symbolize transformation, adaptability, and hope.
Why does the video feel so immersive and poetic?
First, thank you! If it feels immersive, I’d credit the slightly vintage aesthetic. It has that familiar, nostalgic quality that sneaks into your memories. The poetry comes probably from the flowers—the ultimate symbol of fragile beauty. Flowers just have that effect, don’t they?
How does the music of Benjamin Schoos influence the visual narrative?
Benjamin is a paradox—a hilarious guy who writes deeply melancholic music. His melody flows like a river of feelings, and I just had to let the visuals swim along. The rhythm of his music dictated every beat of the video. He’s both the muse and the soundtrack.
The Unexpected Collaborator
What role did artificial intelligence play in bringing this project to life?
AI was the spark for this whole project. I’ve always been curious about new tech, and experimenting with AI taught me one thing: I quickly get bored creating images without purpose. That’s also how I created my book ‘SECRET CARS’, imagining secret models from famous car manufacturers (think Ferrari fire truck or Lamborghini hearse). It started with one car as an experiment, then a few more. It quickly became a project with a purpose. Benjamin’s music gave me the perfect excuse to take AI for another spin. The idea of black-flower creatures came first, followed by first attempts at creating a soldier with a flower gun. It was like the project was assembling itself, piece by piece.
How did AI shape or transform your creative process?
At its core, I’m a storyteller—whether through commercials, music videos, or photography. AI didn’t change what I do; it just gave me a new way to do it. I use it as a tool to stay creative when live-action projects aren’t on the horizon.
What was the most surprising moment while working with AI on this video?
Probably the moment you realize that even this artificial process allows you to create real emotions in the heart of an audience. That blew me away.
What’s the biggest challenge of transitioning from live-action shoots to AI-driven projects?
The loneliness, hands down. Live-action is a team sport: brainstorming with creative minds, the chaos of the set, shared victories (and failures). With AI, it’s just me and the screen… humm. Luckily, I still collaborate with editors and colorists during post-production, so at least part of the postproduction process remains.
Do you feel like AI offers more freedom, or does it come with its own set of limitations?
Both! Live-action is often limited by budget and time. AI feels limitless in its visual potential—you can imagine anything and test it out instantly. But AI has its quirks: it struggles with subtlety, and its rigidity can be frustrating. Live-action demands a huge amount of prep, while AI is extremely direct. It’s a fast-paced creative process, but it lacks the depth and nuances that live-action offers. You can try any idea you have immediately and throw them in the virtual dustbin just as quickly!
The Future of Visual Creation
From your last live-action project to creating an entirely AI-generated video, what would you say you miss the most, if anything at all?
I could never only do AI projects, I miss too many things there. Like the people! Collaboration is where the magic happens—whether it’s brainstorming or just laughing over lunch on set. I also miss the adventure: traveling, discovering new locations, meeting new faces, working with great crews and cast. AI is powerful, amazing, but it’s just not as exciting as being out there in the real world.
What advice would you give directors hesitant about incorporating AI into their work?
Be curious! The AI train is already speeding down the track—don’t miss the chance to hop on and see where it goes. And if you’re skeptical or even anti-AI (I’m not even sure I’m pro-AI honestly!), learn about it anyway. As the saying goes, “Know your enemy”…
Does AI feel like a reliable collaborator, or does it lack the unpredictability of human actors?
Reliable? Hardly. AI can be infuriatingly dumb at times. But then again, are humans really that predictable or reliable? Let’s just say AI is a collaborator with interesting quirks—and zero lunch break demands.
What excites you most about the potential of AI in filmmaking?
The ability to create worlds and concepts previously constrained by budget or practicality is thrilling. AI democratizes access to high-level production tools, opening the door for more creators to share unique visions.
But to be honest, I’m not always excited about it! Sometimes, I even hate it. Without trying to sound arrogant, I see so many pointless and shallow things being created through it… That being said, I try to remain positive. I think AI is just another tool, and the most creative people will always remain creative. It’s not because you can create a nice-looking image in seconds that you automatically become a great creative. For me, the real question is: what’s your point of view? What are you trying to say? Creativity still comes from within, not just from what the machine spits out.
What’s one misconception about AI filmmaking you’d like to dispel?
That it’s “effortless.” People think you hit a button and voilà! Masterpiece. In reality, it takes days, weeks of trial, error, and problem-solving to get meaningful results. Creativity still drives the process—it’s not just magic.
‘The Indefinable Nothing’ & The F5 Audience
How do you think the F5 EMPATH festival audience will connect with this video?
Gosh, you approached me guys, I guess you should answer this! But seriously, I hope the audience will be so immersed in the piece that they forget it’s an AI project. That’s the goal—to have them lose themselves in the visuals and emotions without thinking about the technology behind it. If they experience the piece as a seamless narrative and connect with it on an emotional level, then I’ll consider it a success.
If ‘The Indefinable Nothing’ were a talk at F5 EMPATH, what would its key takeaway be?
“AI tech is just a new tool, not a substitute for creativity”.
But then again, maybe it’s just me, full of hope and trying to stay optimistic as always…
www.mrfrancois.com / www.benjaminschoos.co.uk
@mr._francois_ / @benjaminschoos
**You can find Mr. Fracois’ ‘SECRET CARS’ book HERE.