Scheme Engine Signs Director Julie Réali

​​Scheme Engine has signed director Julie Réali for exclusive representation in the US. Based between Paris and New York, Julie brings a radically fresh lens to commercial filmmaking - one that bridges generative tools and systems thinking with deeply human storytelling. Working across live-action, AI, CGI, and immersive formats, she uses emerging technologies not to replace but rather to reframe the creative process. Her work moves fluidly between film, fashion, music, and experience, driven by a central question: What is it to be human - now, and next?

Technology, Humanity and Authorship

Julie’s approach positions her among a new generation of directors redefining how technology and authorship intersect. “Emerging technologies aren’t a shortcut around storytelling,” Julie says. “They’re a new way to ask the old questions: What moves us? What haunts us? What remembers us?" For her, humanity always comes first - "not the machine.” She sees the competitive edge as authorship - the choices you make, the places you slow down, the signature that says this could only have come from here.

Julie’s brand collaborations include Lululemon, Balenciaga, Macy’s, TikTok, and Foot Locker. In 2024, she was a creator of Bloom, an immersive botanical experience at Rockefeller Centre merging 3D art, generative AI, spatial design, and performance. For her unforgettable music video for 'The Big Ship,' the experimental musician Bruce Brubaker’s take on a song by the legendary artist Brian Eno, she blended AI image generation with 3D morphing sequences and particle systems in Unreal Engine to explore the subjectivity of how we experience music.

A Digital Pioneer

Before directing full-time, Julie led global ad strategy at Dailymotion (Vivendi), where she helped build a real-time bidding marketplace for digital inventory. That foundation - combined with MBA studies in Seoul - shaped her rare fluency in both technology and storytelling. In 2019, she co-founded Space Cowboys, a global hub for diverse creatives pioneering CGI and AI workflows across production and post.

“Joining Scheme feels natural: they have a real appetite for new forms and a roster of strong, culturally resonant voices. It’s the perfect place to push ideas into new territory,” says Julie.

“In a world where anyone can generate anything, Julie asks how technology can forge connections between viewer and the work, the work and the brand. We are so thrilled to have such an amazing human with exciting creative perspectives join the Scheme family,” says Jannie McInnes, Scheme Engine executive producer.