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    Imagination Unbound: Where VFX Meets Story

    • 25.08.2026
    • By Sanath Pilleri Cheleri
    Firefly Creative Studio

    In this episode of Industry Spotlight by Creative First, Sanath Pilleri Cheleri., Co-founder of Firefly Creative Studio and visual effects supervisor on films including Kalki 2898 AD, Baahubali: The Beginning, and Robot, speaks with Lohita Sujith, Sr. Director, Copyright & Digital Economy, Motion Picture Association, about the evolution of visual effects in Indian cinema, the impact of artificial intelligence, and why storytelling remains at the heart of filmmaking.

    Sanath describes visual effects as a creative tool that removes the practical limitations of filmmaking, enabling directors to bring ambitious ideas to life while remaining invisible to audiences. He emphasizes that the best VFX serves the story rather than drawing attention to itself, helping create immersive worlds that deepen emotional engagement.

    The conversation also explores the growth of India’s VFX industry and the role of government support. While acknowledging the value of production incentives, Sanath argues that long-term success depends on strengthening the country’s creative ecosystem, expanding international opportunities for Indian films, and investing in platforms that showcase India’s creative excellence on a global stage.

    Discussing artificial intelligence, Sanath describes AI as the next major shift in filmmaking and encourages creators to embrace experimentation rather than resist technological change. He believes AI can help remove technical barriers, allowing artists to focus more on creativity and unlock new possibilities for storytelling.

    Offering advice to aspiring VFX artists, Sanath stresses that storytelling should remain the foundation of every creative career. While technical skills are essential, he argues that adaptability, continuous learning, and creative thinking are what enable long-term success.

    Concluding the discussion, Sanath encourages creators to view technological disruption as an opportunity rather than a threat. While filmmaking tools will continue to evolve, he believes imagination, creativity, and compelling storytelling will remain the defining elements of great cinema.

    ABOUT THE AUTHOR

    Sanath Pilleri Cheleri.

    Sanath P.C. is the Co-founder and Director of Firefly Creative Studio, Hyderabad, which he co-founded with Phani Kumar Eggon and Nagesh H.N. in 2002. Firefly has VFX credits on over 100 films and contributes to India’s visual effects industry through innovative filmmaking practices, training artists, and promoting VFX as a storytelling tool. With over 27 years of experience, Sanath has established himself as a VFX Supervisor, Creative Director and Visual Effects Designer, creating memorable visual experiences for films including Kalki 2898 AD, Baahubali, Magadheera, Anji, Robot, Arundhati, Pulimurugan, Kayamkulam Kochunni, and Malik. He has won multiple National and State Awards for Visual Effects and is a member of the Academy of Motion Picture Arts and Sciences. He currently works as Senior VFX Supervisor and Creative Director at Firefly. Sanath holds a BSc in Physics from Calicut University and a degree in Communication Design, specializing in Animation Film Design, from the National Institute of Design, Ahmedabad. He has served as visiting faculty and advisory member at institutions including FTII Pune, NID Ahmedabad, CEPT University, Satyajit Ray Film & Television Institute, and the K. R. Narayanan Institute of Visual Arts. His career includes roles at Indian Artists, Chennai, and Alkemysts Visual Studio, Hyderabad, before founding Firefly in 2002. His extensive film credits include Magadheera, Arundhati, Baahubali, Eega, Robot, Rajanna, Lingaa, Pulimurugan, Malik, Jersey, Kayamkulam Kochunni, Malayankunju, BaghaJatin, and Kalki 2898 AD, along with upcoming projects Peddi and Patriot. He has also worked as Director of Digital Cinematography on Merichahat, My Beautiful I’s, Vandematharam, 7990 Miles, and Progeon. His awards include National and Andhra Pradesh State Awards for Best Visual Effects for Magadheera (2009) and Anji (2004), and an Andhra Pradesh State Award for Arundhati (2007).