GENERATIVE VIDEO
PRODUCTION
Commercials, brand films, product cinematics and short-form, produced without a crew, a location or a reshoot. Generation is one stage in the middle. Everything either side of it is what makes the work usable.
- Formats
- Commercials, brand films, product cinematics, short-form
- Turnaround
- 2 days to 3 weeks
- Method
- Hybrid generative and post-production
- You keep
- Plates, identities, set specifications
Most generative video fails in the same place. A model produces a beautiful eight-second clip, the brand looks at it, and nobody can say what happens when they need forty more that match. The frame was never the hard part. The hard part is a set of frames that hold the same product, the same face and the same light across a campaign, on a deadline, inside a budget somebody agreed in advance.
So we lock things before we generate. A product becomes a master plate: one clean frame, correct shape, correct label, referenced by every later angle. A presenter becomes a trained identity built from a sheet of stills, reused across sessions without re-uploading a reference. A set becomes a written specification with one key direction and one stated colour temperature. Only then does anything move.
After generation, four tests. Read every printed word at full resolution. Overlay each render on its plate at forty per cent opacity and check the outline. Hold one light direction across the whole set. Let no invented certification, award or ingredient claim survive. A frame that fails goes back to its source file, never into a retouching pass, because patching produces a shot that passes and a set that still drifts.
What a client actually buys is the second half of that paragraph. The generation is cheap. The discipline around it is the job.
The named workflows behind this work, published in full with their stages, their timings and the tests each one fails on.
How much does generative video production cost?
We quote per engagement rather than per second, because a hero film and a run of forty variants from one trained identity are different jobs. The unit that matters is cost per accepted asset: total spend divided by what actually ships. A pipeline that renders sixty frames to ship four has a real unit cost fifteen times the sticker price, and we agree a credit ceiling per asset before a batch starts.
How long does a generative video take to produce?
A product still set is two working days from an approved plate. A creator campaign with a trained presenter is four days from casting brief to nine finished variants. A brand film depends on how many altitude bands, registers or characters it needs. We give a date with the quote.
Is generative video actually cheaper than a shoot?
For the right brief, substantially: no crew, no location, no reshoot. For a brief that needs a real face, a real place and a real product on the same day, often not. We say which one you have before quoting.
How do you stop the product changing between shots?
A master plate, locked before the set exists, that every later frame is generated from. Then a silhouette overlay on each output at forty per cent opacity. Any shift in outline kills the frame and it returns to the plate.
Do you disclose that the work is generative?
Always, to the stricter of platform policy and client legal, and on the asset rather than only in metadata. A metadata flag protects you with the platform; an on-asset label protects you with the audience.
- Image-to-VideoGenerating a moving shot from a still you have already approved, rather than from text alone.
- Temporal CoherenceWhether a generated clip holds together across time: the same face, the same coat, the same number of fingers, from first frame to last.
- Master PlateThe single locked reference frame of a subject that every later generation is built from, so the subject cannot wander across a set.
- Character ConsistencyKeeping the same face, body and wardrobe recognisably identical across shots, scenes and sessions.
- Cost Per Accepted AssetThe only generation metric that means anything: total spend divided by the number of assets that actually shipped.
Bring the launch and the deadline.
You will get a shape, a stack and a number back, plus an honest answer about whether this should be generative at all.