Generative video collapsed the cost of a first frame to almost nothing. Everyone can make footage now — so attention, not footage, is the scarce thing.
01Where we let the machine drive
Exploring openings, variations of a scene, alternate settings and formats. Work that once took a shoot day now takes hours, which means more ideas get tried before one is chosen.
02Where a person decides
The script, the hook, the rhythm of the cut and the final grade. These are judgement calls, and they're what separate an ad that feels considered from one that feels generated.
Speed is a multiplier on taste. Without taste it just multiplies noise.
03Our rule
Every frame gets a human pass — continuity, hands, text, lighting — before a client sees it. If a shot reads as “AI”, it doesn't ship. That's how AI video ads can be delivered in 3–5 days without looking cheap.