Director is MITO’s AI creative copilot. Instead of choosing a model, tuning its settings and chaining the steps yourself, you describe the video you want and Director works out how to make it. It lives inside MITO Studio and is always present.

No. Director has been part of MITO Studio and has been working on real productions for a while — this is the first time we have formally introduced it. It also keeps getting more capable, so this is the first of an ongoing series of posts rather than a one-off launch.

Which models does Director choose between?

Every model available on the platform. Director holds context on how long each one takes, the quality it produces and what it is specifically good at, and we keep building intelligence around it to sharpen those judgements.

Which plans include Director?

All of them, including the free credits you get when you start.

Does it cost credits, or have usage limits?

Using Director costs no credits and has no usage limits. You pay for what you generate, exactly as you would without it.

Does it work on existing projects?

Yes — new projects and existing ones. Director is always there when you need it.

Has Director been used on real productions?

Yes. It worked as the copilot on our 120-second World Cup manifesto for Movistar and the Royal Spanish Football Federation, which aired in prime time across every major channel in Spain. That production ran to 5,130 generated assets across 29 scenes and 55–65 rounds of iteration. The full breakdown is in Crafted Stories: Movistar World Cup.

What does Director not do?

It does not write the idea. Narrative, tone and art direction stay yours — AI executes structure, it does not invent it. Director removes the navigation, not the authorship.

Introducing Director: the AI that picks the model and the settings

Q: Can I still pick a model myself?

Yes. You can select models directly on the canvas, or simply tell Director which one you want. It takes the decision off your plate by default; it does not take it away from you. If you want to go deeper on a specific model, see how to prompt Gemini Omni on MITO.

You describe what you want. Director figures out the rest.

Every week we see a new model. A new tool. A new “you have to try this” thread.

And somehow, creating one good video still takes longer than it should.

The tax was never the craft

There have never been more tools, and they have never been better. But the work of choosing between them landed on you: which model for this shot, which settings actually matter, which tab you left open three steps ago.

Every new release added one more decision to make before you could make anything at all.

That is the tax. Not the craft — the navigation.

Meet the one who has been sitting beside you

Here is the thing: Director is not new. It has been inside MITO Studio, working, for a while now. We have simply never introduced it properly.

Director is the AI that navigates all of it for you. It is not an isolated chat window — it holds the context of your brief and your references and acts as the project’s memory, so style, lighting and brand personality stay continuous while you iterate.

No more guessing which model to use. No more guessing which settings matter. No more retracing your own steps to find where you left off.

How it decides

Director chooses between every model available on the platform, and it is not guessing either. For each one it carries context on:

How long it takes — so a quick exploration does not queue behind a slow render
The quality it produces — and where that quality actually shows
What it is specifically good at — the shots, motion and subjects each model handles best

Around that sits the intelligence we keep building to support it. That layer is what turns a model picker into a director: not just which tool, but which tool for this shot, right now.

And it stays a conversation. You can pick models yourself directly on the canvas, or just tell Director which one you want. It takes the decision off your plate by default. It does not take it away from you.

It has already made a national TV campaign

This is not a demo. Director ran as the copilot on our 120-second World Cup manifesto for Movistar and the Royal Spanish Football Federation — a spot generated 95% with AI that aired in prime time on every major television channel in Spain.

The scale that production reached:

5,130 generated assets over a month of work — roughly 4,085 images and 848 videos
29 scenes, each needing character consistency across every shot
55–65 rounds of pure iteration, with single shots taking 25+ passes on their own

Holding style continuity across five thousand assets is exactly the kind of bookkeeping that used to eat the day. That is the job Director absorbs.

The full production breakdown is in Crafted Stories: Movistar World Cup.

What it doesn’t take over

The parts that were never the bottleneck.

AI does not improvise structure — it executes it. If you don’t define an authorial tone in the writing itself, the model defaults to the average of the internet. Narrative still comes first, and it still comes from you.

As creative director Oriol Villar put it while we were making the Movistar spot:

AI does not replace ideas, people, or emotion. But when used with sensitivity, judgment, and respect, it will help us discover new ways of imagining and telling stories.

Why we built it this way

We could have shipped more buttons. Deeper menus. Another panel to master.

We didn’t want you to know more tools.

We wanted you to not need to.

This is the first of many

Director keeps getting more intelligent. Every model we add, every bit of context we teach it, makes the seat beside you a better one to have filled.

So this is an introduction, not a launch — and the first post in an ongoing series. We will keep writing about what Director learns next.

Director is live inside MITO Studio, on every plan, including your first free credits. Open MITO and tell it what you want to make.