From the founders
Notes on AI content, ads, and production
Clear writing on how AI UGC briefs become clips, why variants beat one perfect spot, and what broadcast-quality production unlocks once it stops costing a quarter's budget.
ViewProduction / 8 min read
How an AI UGC brief becomes a clip
The path from a one-line brief to a finished, on-brand UGC clip, and the decisions that keep AI production fast without making it look generic.
ViewStrategy / 8 min read
Writing hooks that stop the scroll: the first three seconds
A hook is not a clever opening line — it is the price of the next three seconds of attention. Why the first frames decide a paid ad's fate, and how cheap AI variation turns the hook from a guess into a test.
ViewProduction / 8 min read
AI product video for e-commerce: turning a catalog into ads
Most e-commerce catalogs hold hundreds of products and a handful of usable videos. How AI changes the unit economics of product video — but only if you treat the catalog as a system, not a pile of one-off shoots.
ViewFormats / 8 min read
Designing for the sound-off feed: AI video that works on mute
Most of your audience watches with the sound off and the phone upright. Why muted, vertical viewing should shape the creative from the first frame — captions as design, not subtitles — and how AI makes designing for it cheaper.
ViewStrategy / 8 min read
Keeping AI video on-brand when you make a thousand clips
Production used to keep a brand consistent by accident. AI removes that limit — and the accidental consistency with it. How to engineer brand coherence into the system when anyone can generate a hundred variants.
ViewLocalization / 8 min read
Localizing AI video ads: one creative, every market
Localization used to mean deciding which markets were worth a reshoot. When AI can re-voice, re-caption, and recast a winning ad overnight, the constraint moves — and so does what good localization actually means.
ViewStrategy / 8 min read
Beating ad fatigue: the AI creative refresh cycle
Every winning ad decays. The fix used to be expensive enough that teams ran creative into the ground. When refresh is cheap, fatigue becomes a cadence problem, not a budget one.
ViewStrategy / 7 min read
Why variants beat one perfect clip
One hero clip is a bet. A set of variants is a test. Why scalable creative variation, not single-clip perfection, is where AI production pays off.
ViewFormats / 8 min read
What AI TV ads can unlock
TV-near production used to mean six-figure budgets and month-long timelines. What changes for challenger brands when broadcast-quality spots become reachable.
ViewStrategy / 8 min read
AI UGC or influencers: when to use which
AI UGC and creator marketing solve different problems. A practical guide to which one to reach for, when to combine them, and how to avoid paying for the wrong kind of authenticity.
ViewProduction / 8 min read
What AI video production actually costs
Generating a clip is cheap. Shipping one that is on-brand, cleared, and worth running is not. A clear breakdown of where the cost in AI video production actually sits.
ViewCompliance / 8 min read
AI ads and the EU AI Act: what you have to disclose
The EU AI Act adds transparency obligations for AI-generated marketing content. A practical, non-legalese guide to what marketers should disclose and when the rules apply.
ViewFormats / 8 min read
AI avatars in marketing: when a synthetic face earns its place
AI avatars promise a spokesperson you can script, localize, and reshoot for free. A practical guide to where a synthetic presenter actually performs, where it backfires, and how to keep one from looking cheap.
ViewProduction / 8 min read
AI UGC for app marketing: filling the creative gap
App marketing burns through creative faster than any other channel. How AI UGC closes the gap between the volume paid social demands and the volume a small team can actually shoot.
ViewStrategy / 8 min read
Measuring AI ad creative: the metrics that tell you what to scale
When AI makes fifty variants cheap, the bottleneck moves from production to judgment. The metrics that actually tell you which creative to scale, and the vanity numbers that quietly waste budget.
ViewStrategy / 8 min read
AI video for B2B marketing: where synthetic creative actually works
B2B underused video for one reason: production never paid back against a narrow audience. AI changes that math — but B2B video is not B2C with a logo swap. Where synthetic creative earns its place across a long, committee-driven buying cycle, and where it quietly backfires.
ViewCompliance / 8 min read
Whose face and voice is it? Likeness and voice rights in AI video
Disclosure is only half of compliant AI video. The other half is permission — the rights to the face and voice on screen. A practical guide to licensed avatars, consent for cloning, accidental resemblance, and the paper trail that keeps a synthetic spokesperson from becoming a lawsuit.
ViewFormats / 8 min read
Native or polished: matching AI video to the platform it runs on
A glossy spot dies on a feed that rewards the raw and unscripted; a handheld clip looks cheap in a placement that expects craft. Production texture is not a quality ladder — it is a fit decision. Why the platform should set the polish level, and how AI lets you make both from one idea.
ViewProduction / 8 min read
Avoiding the AI look: making synthetic video that doesn't announce itself
The AI look is not one flaw but a cluster of small tells — morphing hands, dead eyes, simmering backgrounds, objects that change between frames. The craft of shot choice, length, and finishing that keeps AI video from giving itself away.
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