Generative AI can easily open doors to help create bespoke, crafted content to elevate a video beyond the usual approaches.

Recently we tested the latest AI tools to create vast scenic landscapes, humorous underwater worlds and visual effects shots for several campaigns.

The tools have advanced a long way over the last few years and the barriers to creating believable or imaginative worlds are fading away all the time. Need an underwater disco full of dancing fish? Got it. A speaking anthropomorphic clown fish? Absolutely.

The Key is Consistency

It was key to ensure a good amount of consistency across each video. We created multi-angle reference sheets of characters and key objects and use node-based tools to link these, and additional brand references, to ensure the look was maintained throughout.

The tools are now in a place where you can also direct and control the results much more closely. Camera moves, lens choices and lighting can be defined and adjusted to get closer to the image or video that you’re looking for and as the creative options expand, options for creativity within each shot expand infinitely.

Generative AI is Often Just the Starting Point

Each shot required additional refinements, editing and compositing to get to the finished result and often manual adjustments had to be made to correct logos, scenery, vehicles and facial features.

The base image or video clip that’s created using AI tools is often just the starting point in the edit.

As viewers see more AI content (and cringe-inducing AI slop), it’s important to keep raising the bar and create defined, impactful content that can resonate. 

The key is also, more than ever, to ensure the narrative and the core idea are the right fit for the video’s purpose.

A video often has many aims and digging deep to find out exactly what response, reaction or ROI you’re looking for is imperative. 

Looking Ahead 

The quality and flexibility of the tools are at a powerful place, and it’ll be exciting to see what’s possible when the tools advance even more in the future.

If you’ve got an idea that you’d love to bring to life, get in touch.