Updated 30 October 2026 · 4 min read
An AI-generated film is directed like a shot one: everything starts from a clear intent. The brief doesn't need to be long. Above all, it should say what the film must do, and for whom.
Six useful pieces of information
- The goal, in one sentence: launch a product, announce something new, set up a brand world.
- The target audience, and what they should remember.
- What must be seen: the product, a place, a gesture. Attach your packshots or photos.
- Two or three references: films, images, moods. They say more than a list of adjectives.
- Brand constraints: logo, colours, mandatory lines.
- The channels, which decide length and formats.
What changes with AI
Three points are worth flagging in the brief. Exact on-screen text (a legal line, a legible label) is added in the edit rather than generated. A recurring character needs consistency work from shot to shot. And if you already have filmed footage, it can be included: that's hybrid production, as with Cocktail Vision.
What I send back
From the brief, I propose a direction: an intent, references and a shot list. Nothing is produced before it's approved. The quote then sets length, formats and number of versions.
For Louis Vuitton Trunk, the intent fitted in one image: the trunk alone in a field at sunset, opening. The hard part wasn't technical: it was keeping that idea clear and holding consistency between shots.