— RESPONSIBLE AI PRACTICES
Human
First.
Generative technology changes how images are made. It does not remove the need for a point of view, sound judgement or responsibility. These are the principles behind our use of AI in film and image direction.
01 / HUMAN DIRECTION
Direction stays human.
Holy Mountain is led by Álvaro de la Herrán. He directs and reviews each project from concept to delivery, bringing in specialist collaborators when the brief calls for them. Creative choices and the final result remain under his personal supervision.
02 / RIGHTS
Rights & source material.
We review the intended use of client-supplied images, references and other materials, checking permissions when they are unclear. We select tools whose terms allow the intended commercial use. We do not control the original training datasets of third-party models. If a project calls for a custom LoRA, we agree its source material and permissions in advance.
03 / PEOPLE
Likeness & representation.
We do not routinely recreate real people. If a project involves a recognisable person's likeness or voice, we define permissions, scope and limits of use in advance and document the agreement. We decline work intended to harm third parties, mislead audiences through advertising, manipulate political opinion or produce discriminatory content.
04 / INFORMATION
Client material & privacy.
We do not upload personal data or unpublished client imagery to an external platform without prior authorisation. The client knows which platforms will be used for their material. We handle project information with care and within the agreed scope of work.
05 / COMMUNICATION
Transparency & disclosure.
We tell clients which AI tools are involved when that information is relevant to the work, including material capabilities or limitations. For public campaigns, we discuss with the client or agency how AI-generated or manipulated content should be disclosed, in keeping with the content, context and applicable requirements.
06 / PRACTICE
Traceability & learning.
We can retrace the key tools, inputs and creative decisions behind a project. As technology and applicable rules develop, we review new tools and adjust our working practices.