'AI is the elephant in the room': A day in the life of the creative director of a VFX Studio

Lux Aeterna is a busy VFX studio based in Bristol, UK, which has credits as esteemed as The Crown, and Einstein and the Bomb to its name. As co-founder, creative director and CEO, Rob Hifle has been in the industry for 25 years, and is a steering force at the award-winning studio.

We chatted to him about a typical day at Lux Aeterna, learning about his approach to work, his favourite projects, and some of the challenges facing the VFX industry right now – such as AI. He also shares some excellent career advice.

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Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.