A product video must help the viewer understand the offer. AI can be used for shots, presenters, voice or variants, but it doesn't replace correct information about the product. The brief sets what we want to explain and what we are not allowed to alter through generation.
What to prepare before production
- The audience and the situation in which they would use the product.
- The concrete benefit we can demonstrate.
- Photos or footage showing the real shape, packaging and label.
- Validated features, restrictions and claims that require proof.
- The channel, format, language and the action you want the viewer to take.
For software, prepare a demo without personal data or confidential information. If a feature doesn't exist in the product, a prototype must be presented as a prototype. We don't turn an animation into proof that something works.
Real or generated shots?
Real shots are useful when texture, proportions or exact use influence the decision. Generation can help with visual context, explanations and exploring concepts. The mix is decided by the product and the materials, with every important shot checked: label text, accessories and the way the product is used can be altered by the model.
What is a UGC-style ad?
It is a style close to a presentation filmed by a user. A synthetic presenter does not thereby become a real customer. It can explain the product, but we don't attribute to it a personal experience, a result or an authentic review. Rights to image, voice, music and materials must be cleared, together with the publishing channel's requirements.
How to build variants worth comparing
Change one clear hypothesis: the opening problem, the benefit explained, the demonstration or the final call to action. Simply exporting another size doesn't test a new message. Keep track of versions and decide in advance which indicator you'll follow: views, page visits or a relevant enquiry.
Performance also depends on distribution, audience, offer and the page the visitor lands on. We don't promise a number of sales from a particular clip. After the test, we use the available data for the next iteration.
Final check
Review the commercial information, product fidelity, subtitles, pronunciation and readability on a phone. Confirm that the materials and claims have the necessary rights and approvals. See the AI video and UGC ads service for the deliverables that can be included in the project.