The Athletica: Let it Rip’s Next Chapter in AI-Driven Storytelling

​Let it Rip Pictures have introduced The Athletica — a nimble, global content production unit born out of a passion for storytelling and a belief in a more agile, collaborative way of working.

At its core, The Athletica is more than just a production model — it’s a movement toward a future-facing way of creating. By integrating AI-driven workflows and connecting teams with AI-powered production tools and agents, Let it Rip aims to reduce timelines, expand creative possibilities, and support collaborators from idea to execution.

Tomek Kulesza said, "The Athletica is all about human lead content creation which brings the film specialist to an easily adaptable future shaping production solution that will help them to lead the change and become effective as never before. We believe that bold ideas don’t need big footprints. With optimism, curiosity, and humility, The Athletica is here to support the next generation of content — powered by people, guided by innovation, and grounded in purpose".

The Athletica unites a global network of creators — bridging continents to deliver high-impact content in smarter, more future-facing ways. Born from the growing demand for elastic, authentic storytelling, The Athletica partners with brands and agencies to produce content through agile, locally embedded teams that seamlessly adapt to any creative or production environment.

At the heart of this model lies a connected approach to content creation — integrating on-the-ground production, editorial, and post-production into a unified, intuitive workflow. This allows creators not only to work faster and more efficiently but also to stretch their artistic boundaries and evolve with the rapidly changing landscape of media.

The Athletica’s mission is to take a meaningful step toward the future of production — one that empowers talent from across the globe to unlock and expand their creative potential.

Let it Rip’s collaborations are deeply rooted in the worlds of sport, people, and human well-being. Whether capturing motion or stills, and the emotional layers in between, The Athletica embraces a multidisciplinary approach that blends traditional craft with emerging tools.

Artistic expression and AI co-exist here — not as a replacement, but as part of a broader creative playground where innovation serves storytelling.

Let it Rip believe the future of content is collaborative, intentional, and deeply human — and The Athletica is here to help lead the way.