About Marcello Costa

Marcello Costa is an award-winning film director and AI filmmaker working at the intersection of cinematic storytelling, commercial film and generative AI.

With more than 13 years in the advertising industry, Marcello started his career as an Art Director, picking up several international creativity awards before moving into commercial film production and directing.

In 2025, he started exploring AI filmmaking and quickly went all in. Since then, he has become one of the leading voices helping shape what AI filmmaking can be and what AI-generated work can look and feel like. His films and commercial work have been recognised internationally, with his short film Instinct winning several awards and earning him the title of AI Filmmaker of the Year at the 2025 AI Design Awards.

Today, Marcello works across commercial film production and AI-generated content for clients around the world, while continuing to push the medium forward. He sees AI as a tool that can democratise filmmaking, giving more people the ability to tell ambitious stories and bring ideas to life. A big part of his work is helping those new voices come through, while pushing the industry towards a more creative, cinematic and responsible use of the technology.

He is the founder of Misideal, a London-based production company working internationally across AI filmmaking and commercial production.

Marcello is currently based in northern Portugal and works with clients worldwide.