Emmy-nominated director Fletcher Moules on AI and artistic integrity for “New Condition”’s music video
Facci PR
The creative force behind YouTube’s billion-view Clash of Clans cinematic universe and Netflix’s Emmy-nominated Entergalactic (starring Kid Cudi, Timothée Chalamet and more), Fletcher Moules is turning the lens inward with the release of “Maybe”, a melancholic synth-pop postcard from his music project The New Condition.
While Moules has built a career directing blockbuster stories—from Super Bowl commercials with Liam Neeson and Christoph Waltz to co-writing Agent Elvis with Priscilla Presley—The New Condition marks a return to something deeply personal. “This is a quiet creative pull that’s been with me for 20 years,” says Moules. “Maybe was written in a very different chapter of my life. I never thought I’d share it—but it lingered, and over time, matured into something more layered, warm, and emotionally resonant.”
Built on nostalgic synths, crisp electric drums, and an unfiltered vocal performance, “Maybe” floats between joy and longing. It’s soft and strange in all the right ways—a sonic exhale for uncertain days. Produced with mixing by Mark Saunders (The Cure, Erasure, Depeche Mode) and mastering by Matt Colton (Blur, Charli XCX, New Order), “Maybe” is a collision of memory and modernity.
The accompanying music video pushes that ethos even further—created entirely with Google’s Flow Veo3, a cutting-edge AI video tool. Using only his own photographs and licensed images as prompt material, Moules crafted a cinematic, emotionally rich visual journey for just $300 in credits. The result? A full AI-generated video that looks and feels indistinguishable from live action—without sacrificing artistic intent or ethical responsibility.
“I think of these AI tools like making an animated film,” Moules says. “To me, it proves AI can empower independent artists to tell high-end, emotionally resonant stories—if used responsibly.” The video depicts a dreamlike drive through moments in the cycle of life: ants carrying leaves, priests with a coffin, a man sleeping beneath an overpass. The car ultimately drives off a cliff and sinks beneath the water—only for the protagonist to escape and find the embrace of a silhouetted woman. It’s poetic, surreal, and entirely AI-built. “There aren’t too many artists creating full AI music videos like this yet,” Moules notes. “It’s a new creative frontier, and one I wanted to approach with craft and care.”
Before directing billion-view content and award-winning series, Fletcher Moules was a musician first. His teenage band Vapourware won Triple J Unearthed, played Homebake, and toured with acts like Cut Copy. With The New Condition, he’s reconnecting with that part of himself—redefining what’s possible for independent artists in 2025.
Check out the video for “Maybe” here - https://www.youtube.com/watch?v=YFr0p61DALA
LINKS: