SHORTLISTED X FERN. / MADS ROIKJÆR

In the fifth episode of the Shortlisted. x FERN podcast, host Bue Nielsen sits down with Mads Roikjær for a conversation about AI, filmmaking and the craft behind new creative tools.

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Mads shares how his journey into film began through music and advertising, gradually moving from editing and photography into creative development and visual storytelling. A turning point came during a period of career transition when the first wave of AI tools appeared. What started as curiosity quickly evolved into a new creative direction.

Today, Mads works with AI productions at FERN., creating visual worlds without traditional film sets – developing storyboards, crafting images digitally and shaping movement through AI. But as he explains in the episode, the idea that “AI is easy” is one of the biggest misconceptions in the industry.

The conversation explores how AI is used within FERN.’s workflow today – from fully AI-generated campaigns to hybrid productions that combine traditional filmmaking with digital tools. Mads emphasises that AI is not a shortcut, but simply another tool in the creative toolbox. Storytelling-instinct and visual understanding remain essential.

Mads also reflects on the speed of the technology, the pressure to keep up with constant updates, and why strong collaboration is still central to creating meaningful work.

Huge thanks to Only Rental for making this possible.