Insights 3 articles
Notes from
the cutting room
How this work actually gets made — process, craft and the decisions behind the films. Written by the people directing them.
How an AI ad is actually made
A 30-second commercial is not one prompt. Here is the real pipeline behind a finished film, step by step.
Why brands are shooting without a crew call
What actually changes for a marketing team when a film no longer needs a location, a crew and a shoot day.
What makes generated footage look cheap
Six specific tells that mark a film as generated — and the production decisions that remove each one.
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