Objective: Launch a new consumer product with a strong visual story before committing to a full production.
Example brief: “Make the first 10 seconds feel like the product has entered a new physical world. Audience: design-aware early adopters. Business goal: qualified product-page visits and waitlist signups. Must show the real product accurately.”
Workflow:
- Strategist and creative director write the proposition, audience tension, product truth, exclusions, and success metric.
- Researcher uses ChatGPT, Claude, Gemini, or a research tool to summarize approved sources and generate questions, not facts without citations.
- Art director creates 8–12 AI-assisted moodboard routes from licensed references and original sketches.
- Team selects two routes and makes a human-authored storyboard; AI generates rough frames only for previsualization.
- Copywriter drafts three scripts; legal and product teams verify every claim.
- Product photographer or 3D artist supplies the locked product layer. AI may explore backgrounds or impossible environments around it.
- Video team makes short motion tests with Runway, Veo, or another approved tool; editor assembles a timing and sound reference.
- Human production crew shoots or renders the final work; AI may assist in cleanup, captions, resizing, or localization.
- Launch with paid social, creator/partner placements, landing page, email, and a controlled holdout or geo test.
Example input: “Create six rough visual routes for a compact home-energy device. The device must remain physically accurate, the mood should be quiet and optimistic rather than sci-fi, and each route must name the human insight it dramatizes. Do not invent performance claims.”
Human decisions: Which route deserves production; what product truths are non-negotiable; casting; cultural references; claims; final edit; media allocation.
Review checkpoints: Source and claims review; product geometry review; likeness and reference-rights review; accessibility review; final disclosure/provenance review.
Expected output: Two approved previsualization routes, one human-redrawn treatment, a storyboard, production brief, final hero film, 6–12 social cutdowns, and a measurement plan.
Recommended tools: ChatGPT Business or Claude for structured thinking; Adobe Firefly/Photoshop for controlled image ideation; Runway or Veo for motion tests; Premiere Pro/DaVinci Resolve for edit; ElevenLabs only with approved voice terms.
Scenario estimate: $8,000–$35,000 for strategy, previsualization, production, post, and clearance; model/tool costs may be hundreds to low thousands, but labor and rights dominate.
Measure: Qualified product-page sessions, waitlist conversion, brand lift or message takeout, completed-view rate, incrementality, product-page trust questions, and creative fatigue—not only CTR.
Keep the brief connected
Budget the workflow · Plan the measurement · Research sources