Produce an AI commercial
When you commission me to produce an AI commercial, you get a director, not a generator. I develop the idea and dramatic structure, direct every shot, add music and voice-over, and deliver the commercial in every length and format for online, TV and cinema. Your product stays exactly as it is.
What makes an AI commercial good
A commercial does not get better just because it is made with AI. It is good because someone has a clear idea, can tell a story in a few seconds and makes a deliberate choice about every shot. AI changes the tool, not the craft. That is why I start every commercial with the same questions as a traditional shoot: What should the viewer feel, what should they remember, and what should they do next?
The idea
The idea is the part no software can provide. A good commercial has one central thought that can be expressed in a single sentence. Everything in the film serves that thought. Once the idea is in place, AI production is fast. Without it, even the most beautiful image will not help.
The dramatic structure
Even a short commercial has a beginning, middle and end. An opening that hooks the viewer in the first few seconds. A moment when the product takes centre stage. An ending that anchors the brand. I build this arc into the script and storyboard before a single image is generated.
The direction
This is where it is decided whether an AI commercial looks like cinema or a demo. My background is in cinematography. I plan the lighting, focal length, camera movement, editing rhythm and colour as I would on a set. AI executes; I direct. Every shot is selected, rejected and improved until it works.
Typical commercial lengths
The right length depends on the channel, objective and budget. These lengths are established in advertising, and each calls for its own way of telling the story:
| Length | Typical use | What it needs to achieve |
|---|---|---|
| 6 seconds | Video bumpers, social, brand recall | One image, one message, the brand. Nothing should be superfluous. |
| 15 seconds | Online, social, connected TV, TV tandem | A short arc with a clear product moment. |
| 20 seconds | TV, online, cinema pre-show | A little more room for atmosphere and a small story. |
| 30 seconds | TV, cinema, campaign launch | The full story, with a dramatic arc, music and voice-over. |
Longer formats, such as brand films or launch films, are also possible. They follow the rules of a short film more than those of a commercial.
Cutdowns from a master
The most cost-effective approach is almost always to create a master. I first produce the full-length version, complete with music, voice-over and final colour grading. The shorter versions are made from that. This means more than simply trimming it down: a 6-second spot needs its own edit, often a different opening shot and a different music cue. Because every version comes from the same material, the look stays consistent throughout the campaign.
- A full-length master as the foundation
- Shorter versions with their own edits and openings
- Landscape, portrait and square formats from the same production
- Consistent colour, music and branding across all versions
Variations for audiences and testing
A major advantage of AI production is that variations no longer require a second day of shooting. A different setting for another region, a different lead character for another audience, a different opening for an A/B test. I plan these variations from the outset so they fit smoothly into the master and do not feel pieced together afterwards.
For performance campaigns, this means testing several hooks and messages, seeing what works and scaling the strongest variation. For brand campaigns, it means each audience sees a commercial that speaks to them, without fragmenting the brand.
Your product stays exactly as it is
The most common concern about AI advertising is: will the product still look like the real thing? With me, yes. I do not let AI alter logos, packaging, shapes or colours according to its own judgement. Depending on the project, I work with real product photos, 3D models or live-action footage incorporated into the AI-generated world. Before a commercial is released, every product image is checked against the original.
Combining AI with live-action filming
Not every commercial should be made entirely with AI. Often, the strongest solution is hybrid: real people and the real product in front of the camera, with AI used for worlds, weather, sets or scenes that would be too expensive or impossible to create in reality. As a cinematographer and director, I plan both as one production. The live-action footage is shot to blend seamlessly with the AI-generated images.
Channel-specific details
Every channel has its own requirements. I explain what a TV commercial needs on the AI TV commercial page. What the big screen demands is covered under AI cinema advertising. And for turning one commercial into a campaign for Instagram, TikTok and LinkedIn, see AI videos for social media campaigns. You can find an overview of all services on the AI video production page.
How to recognise a good AI commercial
- It has one clear idea that you can recall after watching it.
- Characters, lighting and colour remain consistent from the first shot to the last.
- Hands, faces, text and product hold up to a closer look.
- Music, voice-over and editing work together rather than alongside one another.
- The brand is recognisable before the logo appears.
These points may sound obvious. In practice, many AI commercials fail precisely here because images are generated individually and strung together afterwards. I work the other way around: the film first, then the images.
AI commercial production: from product to campaign
Looking for AI commercial production services, but starting with only a product, a message or a campaign objective? That is enough to begin. The goal is not to generate as many images as possible. It is to develop an idea that fits the product and its audience. We first establish where the commercial will run, what action it should encourage and which product details must remain exact. This becomes the foundation for the script, visual language and campaign versions.
An AI video generator produces clips; a directed AI advertising film turns material into a coherent story. Product imagery, characters, lighting, editing and sound must work together. For precise packaging or logos, live footage or 3D can provide the reliable foundation while AI extends the setting. Product photographs, brand guidelines, channels and references are useful for your brief. Explore the full AI video production process or the delivery requirements for AI TV commercials.
How it works
- Briefing: We discuss the product, objective, target audience, channels and timeframe.
- Idea and script: I develop the core idea and write the script to fit the planned commercial lengths.
- Storyboard and look: You see in advance what the commercial will look like, including its style, lighting and colour palette.
- Production: I direct every shot using AI, live-action filming or a hybrid approach.
- Editing, music and voice-over: The master is completed with sound, mixing and final colour grading.
- Cutdowns and variations: All lengths, formats and test versions are created from the master.
- Delivery: You receive all files in the technical formats required by your channels, with EU AI Act labelling where needed.
What does it cost?
A fixed off-the-shelf price would not be serious, because every commercial is different. These factors determine the work involved:
- Master length and number of cutdowns
- Number of variations for audiences and testing
- AI-only production or a combination with live-action filming
- Complexity of the product, characters and worlds
- Music: licensed or specially composed
- Voice-over, languages and localisation
- Scope of use, channels and duration
We will discuss these points, and then you will receive a fixed proposal.
FAQ
What is an AI commercial?
A commercial whose images are created wholly or partly with AI. In my work, the idea, dramatic structure, direction, editing and sound come from real filmmaking craft.
Will an AI commercial look cheap?
Only if no one directs it. With a well-crafted script, purposeful visual direction, colour grading and mixing, an AI commercial can look like a traditional production.
What commercial length do I need?
It depends on the channel. Common lengths are 6, 15, 20 and 30 seconds. I usually produce a master and edit the shorter versions from it.
Will my product remain true to the original?
Yes. I work with product photos, 3D models or live-action footage and check every product image against the original.
Can I combine AI with live-action filming?
Yes. Often it is the best solution: real people and the real product in front of the camera, with AI used for worlds and scenes that would be too elaborate to create in reality.
Does an AI commercial have to be labelled?
Yes, wherever the EU AI Act requires it. I provide labelling appropriate to the channel.
What does an AI commercial cost?
It depends on the length, variations, music, voice-over and usage. After a brief conversation, you will receive a fixed proposal.
Start a project
Tell me about your product and campaign. I will tell you what the commercial could look like.