🤖 Utopi raise, Simple Online expands, DFYNE Tops, and the promise of AI in the creative industries
Here's your Campfire for the 30th of June, 2025.
💼 Coming in July: HR & Employment Law for Startup Founders: Whether you're at the beginning of your start-up journey or up and running, having an understanding of employment law and your business' HR needs is crucial. Olivia Greener, solicitor in Shepherd & Wedderburn’s employment team, and Scott Baxter, founder and director of Emploi HR Consultancy will be covering what you need to know to make sure you're set up for success as your business grows. 30 July, 18:30, Edinburgh. RSVP here.
From Panic to Promise for AI in the Creative Industries
By John McEwan-Whyte, Founder of Bonnie & Braw
Helensburgh, Scotland, 1838. What we can safely assume was a rainy day. John Logie Baird transfers a moving image of Stookie Bill, a creepy-looking puppet, from one screen in his living room to another in his bedroom. TV was born.
The next day, a group of people gather outside the parliament. Tensions rise, tempers flare, and this coalition of corn poppers, sweet sorters, and projectionists storm the government. Within hours, a new government is formed, the Prime Minister is in liquorice lace chains, and a new law is announced: any screen found in a person’s house is punishable by death.
You’ll be surprised to know this didn’t happen.
For what I’m about to discuss it’s probably a false equivalence - but it helps us look at things from a different angle. Because while that reaction may seem absurd now, it echoes the panic we’re currently seeing in the arts around artificial intelligence.
We are undeniably at the dawn of a new age. Pandora’s box is open, and out has flown everything from AI-generated TV credit sequences to claims that language models are better script editors than actual humans. Characters and worlds are being created by people with no imaginative bones in their bodies. But in the myth, the final thing to leave the box was hope. And that’s what I’m choosing to focus on.
I run a small production company in Edinburgh—one half makes documentaries, the other animation. It gives me an odd but useful perspective. Documentary is all about reality. You can get a language model to write as many compelling summaries as you like, but the power of a documentary lies in its truth. Animation, on the other hand, is speculative. You can easily input a broadcaster’s remit into ChatGPT and ask for a few series ideas. It’ll churn something out. But this is where the fear of AI is misguided.
Ideas aren’t the hard part. People love saying they have a great idea—and maybe they do—but that’s 10% of the work. The rest is deeply, sometimes painfully human: writing dialogue that actually works, mapping out conflict, rewriting because a character doesn’t feel quite right, answering broadcaster notes like, “Why isn’t the mouse wearing a hat?” or “Why does the antagonist exist?” The truth is, collaboration, iteration, and emotional honesty are things only humans can do.
My favourite part of a pitch meeting is when someone leans forward and starts to smile. That shift in energy, that moment they get it—it comes from connection. Art resonates when it reflects something real. It’s a quiet nod across time and space that says, “Yes. I’ve felt like that too.” That kind of authenticity can’t be generated. It has to be lived.
So no, I don’t think AI is going to replace ideas. It doesn’t dream—it remixes. It’s like someone telling you their dream. You smile, but you don’t really care. It didn’t happen.
Of course, what people are really scared of is job losses. When Tyler Perry paused construction on two studios after seeing what video generation tools could do, a lot of people applauded. I didn’t. That wasn’t about innovation—that was a cost-saving decision. And a lot of the people warning about AI are really just saying, “Heads up, I plan to spend less on people now.”
But what if the incoming money stayed the same, and we didn’t need to spend £1 million just to make 15 minutes of something to prove it works?
At our studio, we often find ourselves in that exact trap. We develop something personal, a broadcaster loves it—but only offers a fraction of the budget. We’re told we’ll need a concept short to raise the rest. But where do we get £50,000? Funders like Screen Scotland are brilliant, but eligibility is tight. Distributors want a chunk of the IP. Private finance works—if you know wealthy people. I’m Scottish. I’d probably end up giving them money.
So what do we do?
This is where AI becomes useful. We’re part of the CoSTAR Ideate programme—a UK-wide initiative exploring how emerging technology can support storytelling in film and TV. As part of it, we’re developing a streamlined, tech-assisted process to create high-impact animatics using concept art, a style bible, script, and storyboards. We’re testing it on a two-minute proof of concept for Sgà and the Wulver—a magical, emotionally rich animated special set on the Isle of Skye, where a young girl realises the monster she’s been sent to slay might not be the villain after all. The aim isn’t to tell the full story, but to capture the tone and feel of the world. That moment where someone watches and says, “Ah, I get it.”
We’re not inventing new tools—we’re combining what already exists: concept art, a script, AI-assisted layout, real-time rendering. We’re not trying to bypass artists. We’re trying to reach the point where we can afford to hire them. This isn’t about cutting corners—it’s about getting through the door.
We still need directors. Storyboarders. Animators. What we need is a way to compete without bankrupting ourselves first. If AI can reduce the time or cost of getting a pitch off the ground, that’s a win. If it can handle tasks no one enjoys—like repetitive compositing or simple engineering—that’s not a threat, it’s a relief. Let’s spend £95k on composition and £5k on tech to support it, not the other way round. Let’s reduce burnout, not increase it.
People say AI will break the system. But the system is already broken. We have a chance now to use this tech to treat people better.
We didn’t burn our TVs. We built cinemas beside them.
TV was invented in Scotland. We’ve got a thriving, ambitious animation industry. What if we led the world again?
I didn’t go to film school. I couldn’t afford it. I’ve got a degree in physics and 15 years of writing behind me. Maybe that’s why I want to create with this tech, not fear it—because I know what it’s like to be locked out.
And now, maybe, we have a way in.
John McEwan-Whyte is an award-winning writer and producer, and the founder of Bonnie & Braw — a Scottish studio making bold, emotionally honest work across both documentary and animation.
🌊 Updates
🏃🏻♀️ Glasgow-based activewear brand DFYNE has been named Britain’s fastest-growing private company in the Sunday Times 100 list, achieving £66.8 million in sales over the past year and a 517% average annual growth rate over three years. Founded by Oscar Ryndziewicz, DFYNE employs 128 people and sells gym-focused apparel worldwide, topping the rankings in a year that excluded tech companies from the main list. IN TH
🎯 Glasgow-based PropTech firm Utopi (Data solutions and property technology) has secured a second £5m investment from the Scottish National Investment Bank to scale its smart building technology. The funding follows 500% revenue growth and will support a major contract with Mapletree Investments to equip 1,500 student rooms with smart sensors. TH DGT
🌾 Rosyth-based agri-tech startup iLivestock has been named Scotland’s top tech innovator by KPMG for its all-in-one livestock management platform, earning a place in the UK final. SFN DGT
🩺 Glasgow-based Simple Online Healthcare (an online pharmacy which specialises in offering medications direct to patients in regulated digital clinics) has launched in Denmark after tripling its revenue to £66 million in the year to February 2025. Simple Online Pharmacy (as it’s known in the UK), also runs clinics in Germany and Australia. FS DGT
🌱 A £3.9 billion plan has been unveiled to transform the former Ravenscraig steelworks in North Lanarkshire into the UK’s largest green AI data centre. Renewable energy developer Apatura aims to build the facility on 160 acres, powered by 550 megawatts of grid connections expected by 2030. DGT
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📅 Events
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📝 03/07, 09:30 🗺️ Edinburgh: How To Create Marketing Content That Connects & Converts: Join Startup Grind Edinburgh for a brand new workshop where we'll focus on how you can create content that feels unique, impactful and relevant for your customers, helping you start better relationships with them and drive stronger conversions for your marketing. MORE INFO
🤝 03/07, 19:00 🗺️ Glasgow: Tech Meetup Glasgow - July 2025 - Game Jams & Cyber Security: Join us at Civic House, Glasgow for our free event featuring two talks on tech with soft drinks and pizza. MORE INFO
💻 05/07, 10:00 🗺️ Edinburgh: AI Agent Build Day: Whether you're a coder or not, you're very welcome to join - but just be aware that this will be a self directed event, rather than a led workshop. We'll share some resources to get you started if you've never built anything like this before, but if you're not sure if this event is for you then just get in touch beforehand. MORE INFO
🍺 09/07, 19:00 🗺️ Aberdeen: Aberdeen - Small99's People, Planet, Pint™: Sustainability Meetup: Pop down to your local People Planet Pint meetup to find more about what's going on locally with sustainability and how you can get involved. MORE INFO
🌐 14/07, 15:00 🗺️ Online: Space data for industry – Denmark Innovation Call Launch: Join us for the official launch of the Innovation Challenge: Space Data for Industry Denmark. MORE INFO
✨ 17/07, 14:00 🗺️ Hawick: Power of Podcasting - Hawick: This powerful session will give you an up-to-date overview of how audio, from simple voice notes to full podcasts, can transform your business communication. MORE INFO
✨ 18/07, 10:00 🗺️ Dumfries: Power of Podcasting - Dumfries: This powerful session will give you an up-to-date overview of how audio, from simple voice notes to full podcasts, can transform your business communication. MORE INFO
🎯 22/07, 18:00 🗺️ Edinburgh: Founders Meetup Edinburgh - July 2025: Tactical fireside chats with experienced entrepreneurs and speed networking with other founders, potential cofounders, and investors! MORE INFO
🥐 24/07, 10:00 🗺️ Glasgow: Glasgow - People, Planet, Pastry: Meet others interested in sustainability in your community, share local stories and ideas, and accelerate local climate action. MORE INFO
🌍 24/07, 17:30 🗺️ Edinburgh: Traveltech Meet up: Whether you're a startup founder, developer, marketer, or simply working in travel and technology, this is a chance to connect with others in the sector. MORE INFO
🍺 24/07, 18:30 🗺️ Edinburgh: Edinburgh - Small99's People, Planet, Pint™: Sustainability Meetup: Pop down to your local People Planet Pint meetup to find more about what's going on locally with sustainability and how you can get involved. MORE INFO
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⛓ 25/07, 17:00 🗺️ Edinburgh: Blockchain Scotland Meetup: Welcome to the Monthly Blockchain Scotland Meetup at the Bayes Centre in Edinburgh. The event takes place at the ground floor in G.03. MORE INFO
💡 29/07, 10:00 🗺️ Edinburgh: Co-Work Club Edinburgh: Tired of the home office grind but not ready for the daily commute? Say goodbye to crowded coffee shops and the endless search for a quiet Zoom spot. We've got the solution: Welcome to Co-Work Club @ Kimpton Hotel, Edinburgh. MORE INFO
👟 30/07, 16:00 🗺️ Glasgow: July Startup Run Club: Whether you’re a runner, a walker, or just in it for the coffee and conversation - this is a relaxed way to step away from the desk and get outside. We’ll meet for a gentle loop, followed by drinks and chats to unwind from the working day alongside fellow founders and innovators. MORE INFO
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📍 31/07, 10:00 🗺️ Aberdeen: Barclays Eagle Labs at One Tech Hub Drop in Clinic Jul 2025: Drop in and let’s have an open discussion about your business goals and ambition and learn more about how your ecosystem manager here at Eagle Labs can support you and your business here at One Tech Hub. MORE INFO
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