G42 x Mercedes - ‘The Choice’
Adidas ZX
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About
Bad Fingers is a service production company creating video and still campaigns for brands and agencies.
We work across live action and AI-enabled productions, with a clear focus on strong ideas and careful execution. While we have experience producing AI-led commercials, our approach is always human-led, with creativity, craft, and collaboration at the centre of every project.
The name Bad Fingers is a nod to the early days of AI image making, when getting hands right was notoriously difficult. We chose it as a small joke, and as a signal that we understand the tools well enough to know their limits, and how to push past them.
The company was founded by Will Parnall, a producer with over a decade of experience delivering campaigns across advertising, branded content, and commercial film. He has worked closely with agencies and creative teams to take projects from early concept through to final delivery, balancing creative ambition with practical production sense.
Bad Fingers is built to be calm, reliable, and hands-on. We care about how work is made, not just how it looks, and we aim to be the kind of production partner people trust and return to.