Simon Meyer is one of the most recognised names in AI filmmaking. As co-founder of Berlin-based AI production company PROMPTR and a director already producing commercial work for major advertising clients, he’s now packaging the process behind that work and selling it.
PROMPTR has launched CRAFTR, a browser-based plugin focused on the part of AI video production that most determines the quality of the output: prompting. The tool offers structured presets covering camera angles, lenses, lighting setups and film looks, an advanced prompt editor with syntax highlighting, instant previews before full generation, and a character consistency studio. It integrates with Higgsfield, Kling, Google Flow, Krea and Freepik.
CRAFTR was built inside active production workflows rather than designed in isolation. PROMPTR produces AI video commercially for advertising and film clients through its parent company, Florida Entertainment, one of Germany’s most established independent production houses. The tool comes directly from how Meyer and his team already work.
The more interesting question is why Meyer would release it at all. If your prompting workflow is the thing that separates your work from the field, opening it up to everyone sounds like giving away the advantage. There are two ways to read this. One is pragmatic: in a space where tools improve every few months, today’s edge has a short shelf life, so you monetise it as a product before it becomes everyone’s baseline anyway. The other is strategic: selling your method to the market reinforces your position at the top of it. The best directors don’t become less respected when they teach masterclasses. They become more so.
For creators, the immediate takeaway is practical. If you’re spending time manually constructing prompts with camera and lighting specifications every session, CRAFTR offers a shortcut built by someone whose results speak for themselves. Over 150 production-ready presets, structured around the choices a director actually makes on set, is a faster starting point than building your prompt library from scratch.
The longer-term signal is about business models. PROMPTR describes CRAFTR as the starting point of a broader product strategy, with plans to evolve from a single plugin into an integrated software environment for AI video production. If that roadmap holds, the company is positioning itself not just as a production house that makes tools on the side, but as a tools company with a production house attached. For any creator sitting on workflows that consistently produce better results than the default, that’s a path worth considering. The work you do every day might be worth more as a product than as a service.
CRAFTR is available now. Details at promptr-studios.com.
