The brief asked for eight athletes across four disciplines, from occasional gym goers to committed endurance runners, each in a distinct setting. That spread of talent and locations was hard to justify on a conventional shoot, so we proposed moving the production to AI and the client backed it as an experiment. We ran it with the same logic as a live action job: virtual casting to lock faces and locations, then mastershots and environments to build a storyboard precise enough to work as the drive images for generation, keeping consistency across characters, light and product from one block to the next. When the packaging was rebranded mid production, we generated the affected shots with blank product references and rebuilt the packshots later through targeted generation instead of starting over. The voiceover stayed human, recorded with a professional speaker and used as the spine of the edit, while post carried the kinetic type, the motion graphics and a grain and distortion pass to pull the generated footage back towards a real camera.

• Virtual casting and storyboard
• Storyboard driven generation
• Packshot regeneration after rebrand
• Kinetic type and motion graphics
• Modular delivery, 16 cuts