Our Story
ABOUT US
WE MAKE FILMS
FOR BRANDS.
FULL STOP.
There is a scene in every brand's story that has never been put on screen. The one that would make people actually feel something. The one that would make them stop, rewatch, and share it without being asked. That scene exists. It just hasn't been made yet.
Ruminate X was built to make that scene. We are a cinematic story studio — not a content factory, not an ad agency, not a video vendor. We approach every brief the way a director approaches a script: with obsessive attention to narrative, to emotion, to the exact frame where everything clicks.
AI gives us the production capability to execute any shot list imaginable. But capability without craft is just noise. Story is what separates a film from a file. We bring both.
Ruminate X is an AI film studio in Calgary, Alberta, Canada that makes brand films and AI commercials for consumer brands, pharma and pharmacy companies, labs, medical companies and other businesses. Every frame is made with generative AI; people write, board, edit, mix and grade every film.
Based in Calgary, making films for brands wherever a great story deserves to be told. See how we make an AI brand film and the work.
Founder
Abhi Chawla
Abhi Chawla founded Ruminate X in Calgary, Alberta, Canada in 2024, and writes the studio's guides on how AI brand films and commercials get made. Every frame Ruminate X delivers is made with generative AI. There are no film crews, sets or location shoots.
The same creative group runs 100creatives, the brand-world studio behind Ruminate X creative direction and AI Film Contests, the AI film contest tracker from the same creative group. To talk about a film, email abhi@paperkites.co.
Our Values
HOW WE THINK
Story First
Before the shot list, before the format, before the platform — the story. Every project starts with the narrative truth your brand needs to tell. If the story isn't right, nothing else matters.
Every Frame Earned
We don't render filler. Every single frame in every film we produce exists because it earns its place — it advances the story, creates the feeling, or lands the moment. Cinema is not a style. It's a standard.
The Impossible Shot
The scene you thought was out of reach — the location that doesn't exist, the physics that can't be filmed, the aesthetic that costs a million dollars — that's our starting point. We build the shot list first and solve the 'how' second.
Craft at Speed
The best creative work takes time. We disagree. AI has collapsed the gap between idea and execution. We move at the speed of culture without ever moving away from craft.
No Compromise
Traditional agencies compromise. Budgets force cuts. Crews have limits. Schedules slip. We operate without those constraints — which means the version you imagined is the version that gets made.
The Audience Decides
Beautiful films that don't move people are screensavers. Every story we tell is designed to create a specific feeling in a specific viewer at a specific moment. That's not art direction — that's craft.
Our Reach
CALGARY.
THE WORLD.
Nothing we make is filmed, so where a brand is based doesn't change how its film gets made. Briefs, boards and review rounds happen online, from our studio in Calgary.
Time zones don't slow us down. Neither does distance. What matters is the work.