How Sinecera, the Studio Behind Films for Lacoste, SuperStep and Nesine, Runs Hybrid Production on Higgsfield

Sinecera is an Istanbul-based production studio that came out of film and literature — writers, directors, screenwriters, illustrators — not out of tech. They shoot conventionally, produce full-AI, and run hybrid; they make commercials, 2D animation, features, series and games. The studio's name is the method: in ancient Rome, ‘sine cera’ meant “without wax” — marble sold with its flaws visible, nothing hidden.

In this conversation, the Sinecera team explains where Higgsfield sits in an approval-gated pipeline, why the conventional version of their biggest film “wasn't an option,” and what clients ask now instead of “was it made with AI.”

Watch Sinecera's showreel: 

Who is Sinecera, and what does “Create with truth. Scale with tech” mean in practice?

“We're a complete production studio. We make commercials and branded content; conventionally shot, full AI, and hybrid. We make 2D animation, develop feature films and series. We build games; Mira, our current title, is already up on Steam ahead of release. We're not an AI studio that also shoots. We're a production studio that picked up a new set of tools.

Truth, for us, mostly means flaw. Nothing real is clean. People fumble, rooms are messy, a good take usually has something wrong in it, and that's what makes you believe it. So when we say create with truth, we mean we leave the flaws in on purpose, and deciding which flaws to keep is a human job. There's no setting for it. Scale is the easy half: more attempts, faster, at a size a team this small couldn't otherwise reach.”

Nesine — 100th Gazi Koşusu. A century of Turkish racing, generated on Higgsfield.

What made a crew with twenty years of conventional experience build a studio around AI?

“Storytelling doesn't change, the medium does. Cinema was once the new technology everyone said would kill theatre. We've never been precious about the container a new medium arrived, and rather than defend the old one, we wanted to use it to tell our own stories.

That's also why we didn't stop at commercials. Our animated feature Cha Cha Bird is a 70-minute film a studio our size could not have financed under a conventional animation pipeline. That's the real argument, and it isn't efficiency. It's work that otherwise doesn't get made.”

We're not an AI studio that also shoots. We're a production studio that picked up a new set of tools.

Where does Higgsfield sit in the pipeline?

Our pipeline is script, to boards, to previz, to offline, to online, with a client approval gate at every step. Higgsfield sits from boards all the way through to a large share of final imagery. In practice it's less a tool in the pipeline than the room the work happens in.

Cinema Studio is the centre of it. We open a dedicated project inside Cinema Studio for every job, the whole team works inside that project With AI Cast and Soul ID holding a recurring face across a full commercial, AI Locations holding a consistent world, Cinematic Cameras for “real camera language rather than one-off clips.

Two habits they call out specifically.

• First: “our AI artists always work from an approved keyframe. We start from a still we've already art-directed and signed off, then move it. Text-to-video is the exception, not the default.”

• And Multishot is “the workhorse for turning approved storyboard frames into moving shots, across different models, without losing the frame we approved.” Five or six people generate into one shared project — same cast, same locations, same look.

The keyframe habit: an approved still, then the finished frame. Doğanay.

Nesine — 100th Gazi Koşusu (hybrid)

The Gazi Koşusu is the Turkish Derby, run since 1927; in June 2026 it ran for the hundredth time, and the brief was to carry a century of that history in a single film. “The spectators — the faces in the stands, the reactions, the people who carry the emotion of the film — were shot for real, on green”

Everything behind them was generated on Higgsfield: the hippodromes, the crowds, the eras, the world aging across a century.

Real spectators on green, a generated century behind them.

Lacoste x SuperStep (full AI)

Delivered April 2026, “built entirely inside Cinema Studio — cast, locations, camera language, all in one project. Fashion is unforgiving about consistency and taste, so it's the cleanest demonstration of what the platform does when the brief is mood rather than narrative.”

Lacoste x SuperStep — cast, locations and camera language in one Cinema Studio project.

What does it actually save?

“The clearest saving is shoot days”

A campaign film that would conventionally need 3-4 shooting days becomes 1 day or none

“And a shoot day is where the money actually lives. Crew scales with it: a full unit on location is easily thirty to fifty people before you've counted catering and transport. On a full-AI project that's a core team of five or six”

The cost of a revision drops from 'reshoot' to 'regenerate'.

And the single biggest saving?

“The Nesine film covered a century of Turkish horse racing, eras, crowds, silks, hippodromes and faces stretching back to 1927. Producing that conventionally would have been extraordinarily expensive. The truthful answer is that the conventional version wasn't a more expensive option, it just wasn't an option. No campaign budget in this market carries a hundred years of period production. So the saving isn't a percentage off a quote.

The film simply exists, and under the old process it wouldn't have.

How do clients respond to hybrid?

“Better than a year ago, and the reason is that we stopped selling the technology and started selling the process. Every project runs on an approval-gated pipeline, boards, previz, offline, online, with sign-off at each gate. In conventional production a client's first sight of a moving cut comes after the money is spent. Here it comes before.

And being straight about the seams helps too.Clients who've been burned by AI vendors respond well to that, because it's the first time someone has described the actual workflow instead of promising magic”

Most clients no longer ask whether it was made with AI. They ask whether we can deliver Thursday.

Ready to see your story here? Bring Higgsfield into your production pipeline — explore Enterprise: https://higgsfield.ai/enterprise