TV Commercial. The Camera Beat AI.
For Kaliński, we created a 10-second TV commercial aired on Polsat before European matches featuring Lech Poznań and Jagiellonia Białystok. Generative AI was initially meant to lead the visuals. In the end, the camera won.
The client showed us their existing 10-second animation and asked us to refresh it. At first, we focused on the visuals, assuming the existing voice-over and music would remain. Camera footage was meant to serve only as a background. Once it was put together, before starting work on the animation, it became clear that the camera shots carried the visual narrative best. We changed the concept. We dropped generative AI from the visuals and built the main narrative from camera footage and animations built with CinemaStudio plugins from MotionVFX.
With only 10 seconds, every element has to land in a very tight editing rhythm. Picture, animation, voice-over and music had to work together almost down to fractions of a second. We tightened the message and prepared a slightly revised read using our dynamic narrator voice in ElevenLabs.
Then there was the music. A library track was difficult to fit so that within 10 seconds it started and finished properly and worked with the picture. We had two options: a dedicated composition or music from ElevenLabs that could be matched precisely to the finished picture and voice-over. Given the production schedule, we chose the latter.
In the final version, the camera beat AI in the visual layer. Generative AI was used where it genuinely solved a problem, in the voice and music. This is how we understand AI Film Production: technology should serve the film, not the other way around.