PRODUCTION
The terms that decide whether a set of frames becomes a campaign or a demo: plates, drift, consistency, registers and the gates that catch them.
Acceptance Rate
The proportion of generated outputs that survive review and ship, measured per shot type.
Agentic Workflow
A process where a model plans and executes several steps against real tools, with a person deciding at named checkpoints instead of approving every keystroke.
Aspect Ratio Matrix
The full grid of placements, ratios and durations a campaign has to deliver, decided at brief stage because it changes how frames are composed.
Batch Rendering
Running a group of related generations as one unit with shared settings, a shared ledger and a shared decision point at the end.
Beat Sheet
A one-line-per-beat outline of a story, listing what changes at each step, used to test structure before anything is written.
Camera Control
Directing a generative video model with the vocabulary of a camera department (dolly, truck, crane, rack focus) instead of describing what the shot should feel like.
Character Consistency
Keeping the same face and body recognisably identical, wardrobe included, across every shot and every session.
Colour Management
Keeping colour consistent from generation through grade to delivery, and the reason a set of individually good clips can look like nine different films.
Credit Ceiling
An agreed maximum spend per asset, encoded in the pipeline so a run halts and asks for a decision instead of quietly spending past it.
Cutdown
A shorter version of a finished piece cut for a different placement, planned into the shoot and never cropped out of it afterwards.
Deliverable Specification
The exact list of files a client receives, with formats, resolutions, colour space, naming and who owns what afterwards.
Drift
The slow, cumulative change in a subject across a set of generations (a face, a product, a colour) where no single frame looks wrong but the run does.
First-Last Frame
Handing a video model a start image and an end image and asking it to generate the motion between them.
Gate
A named, mechanical test a frame must pass before anyone sees it, with a stated action on failure.
Hero Frame
The single image a campaign is built around and every other asset is judged against for tone and light, and for the colour it has to sit beside.
Identity Lock
Our pipeline for synthetic presenters: train the face once from a stills sheet, then run every subsequent variant from that trained identity.
Image-to-Video
Generating a moving shot from a still you have already approved, instead of from text alone.
Master Plate
The single locked reference frame of a subject that every later generation is built from, so the subject cannot wander across a set.
Naming Convention
An agreed, machine-applied pattern for naming files, and the single highest-return thing to automate in a creative team.
Phantom Set
Our pipeline for any subject a customer can hold up against the picture: lock a master plate, specify the set once, then generate every angle from the plate.
Previsualisation
Rough visual planning of shots before production, now cheap enough with generative tooling that skipping it takes some explaining.
Product Cinematic
A short, highly controlled moving piece whose subject is a single product, built from a locked plate.
Prompt Engineering
Writing model instructions with the precision of a brief: what, in what order, with what constraints and what it must not do.
Proxy Render
A fast, low-resolution generation used to test composition and motion before committing budget to a full-quality pass.
Register
A deliberate visual dialect: a decision about lighting model, edge quality and how much the world is allowed to be wrong.
Set Specification
A short written document fixing the light direction, colour temperature, surfaces and lens language for a whole set, written before anything is generated.
Shot List
The ordered list of shots a piece needs, with framing, movement and intent stated per shot, written before anything is generated.
Silhouette Overlay
A control gate that lays a finished render over its master plate at around forty per cent opacity to check the product outline has not drifted.
Synthetic UGC
Creator-style content (presenter to camera, phone-look, room lighting) produced with a trained identity and no booked creator.
Temporal Coherence
Whether a generated clip holds together across time: the same face, the same coat, the same number of fingers, from first frame to last.
Text-to-Video
Generating a moving shot directly from a written description, with no source image.
Trained Identity
A face trained once from a sheet of stills, which then carries across sessions, models and formats without re-uploading a reference.
Voice Cloning
Building a synthetic voice from recordings of a real one, either quickly from a short sample or properly from a long one.
World-Building
Constructing the rules, texture and history of a story’s setting to the depth the story uses, and no further.
Enough theory.
Bring us the launch and we will show you which of these terms is about to cost you a week.