Don't
Press
Generate.
GORO's workshop on creative direction in the age of generative AI.
Anyone can press
'Generate'.
Very few know when not to.
"Don't Press Generate" is not a course on tools. It is a workshop about what comes before the tool: vision, intention, direction.
Stéphane Benini and Bruno Detante co-direct AI productions for some of the most demanding brands in the world. This workshop is the synthesis of their working method — built in the field, project after project, for clients who do not accept mediocrity.
The workshop answers one simple question: how do you direct an AI-generated image the way you direct a film — with a visual grammar, a point of view, a narrative coherence?
What
it covers.
The anatomy of a creative brief for AI: what you write, what you show, what you refuse.
Full AI and hybrid workflows: when each approach is right.
Directing through the prompt: tone, light, movement, rhythm.
The most common mistakes made by teams who "do AI" without directing it.
Case studies from real productions: Mercedes, NFL, Google, Viaplay, Loctite.
Keynote
45–60 min · Conference format for events and festivals.
Workshop
Intensive tailor-made format for teams and organisations.
Available in French and English.
Bruno
Detante
Director · AI Artist · Documentary Filmmaker
Over 20 years of experience in audiovisual production. Documentaries broadcast on Arte, HBO Max and Eurosport. Co-founder of GORO in 2022, after being among the first directors to integrate generative AI tools into production workflows.
Works internationally in French and English.
Stéphane
Benini
Director · AI Artist
Director whose AI works have won multiple international festival awards. He brings to the studio an uncompromising artistic vision in the creation and development of AI projects.
Together, they form a duo whose specificity is the intersection of technical mastery and creative ambition.
Frequently asked
questions.
What is “Don’t Press Generate”?
“Don’t Press Generate” is GORO’s keynote and workshop on creative direction in the age of generative AI. It is not a course on tools: it covers what comes before the tool: vision, intention and direction.
Who is the workshop for?
Art directors, agency creatives, production teams, directors and creative directors: senior profiles who want to integrate AI without compromising the quality of their deliverables.
What formats are available?
Two formats: a 45–60 minute keynote for events and festivals, and an intensive tailor-made workshop for teams and organisations. Both are available in French and English.
Who leads the workshop?
Stéphane Benini and Bruno Detante, the two co-founders of GORO. They co-direct AI productions for brands such as Mercedes, NFL and Google Pixel, and have presented the method at Upscale Conf Málaga, West Data Festival and E-AI Montréal.
How can I book a session?
Through the contact page: select “Workshop” as the type of inquiry and tell us about your event, your team and your dates.