Synthtc is an independent creative technology practice and AI consultancy founded by James Bettney, developing generative content systems, image workflows, and digital tools for film, brands, and creative organisations.

Fifteen years inside global campaigns, long-form film, photography, VFX, and image post-production inform a production-literate approach: build workflows that collaborate with real teams, integrate proven visual craft with model-assisted methods, and hold up under practical constraints.

The practice now centres on AI-assisted creative production, generative workflows, and lightweight digital systems: where to use models, how to structure repeatable outputs, how to evaluate quality, and how to keep human judgement inside the process. When AI helps, it is applied surgically — clear inputs, measurable outputs, no artefacts.

Alongside production, Synthtc supports AI strategy and implementation for creative organisations. Research threads cover model behaviour, image consistency, colour and perception, practical ethics, and the emerging relationship between creative work and intelligent systems. Notes from the lab are published as concise write-ups and small, reusable tools.

Selective by design, collaborating when the brief is sharp and the impact is real. Based in Portugal; working across the EU and internationally in the US & UK.

james(at)synthtc.io
PT +351 963 067 531
UK +44 791 235 1935
IMDB Profile
‍
Operating base: Lisbon/Mafra, Portugal · Serving EU/UK (export-led)