AI Marketing Skills · Work
AI-generated campaign videos
Five campaigns shown twice: the first version, born from a simple prompt, and the version remade with a professional prompt. The difference is the skill. The Giocattoliamo spot closes the page.
What goes into a professional prompt
The structure, not the text. The real prompts remain confidential: here you see the process, not the recipe. The “beginner” examples were written specifically for the comparison.
- Brief: objective, target and the emotion to convey
- Reference images prepared in advance, to keep product, face and setting the same in every scene
- Script broken down into shots, with the length of each one
- Camera language: type of shot, movement, lens
- Lighting, palette and materials
- Brand and packaging faithful in every scene
- On-screen text and a closing claim
- Constraints on what must not appear (deformed hands, misspelt text, inconsistent objects)
- Iteration: comparing versions and making targeted fixes
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Food & beverage
The coffee ritual
It opens with the coffee cherries being picked, then the pod in the portafilter, the espresso pouring and the first sip: an everyday gesture becomes a ritual.
Before Beginner’s prompt
Example of a beginner’s prompt, written for the comparison: “Make a coffee ad with a woman in a kitchen drinking coffee.”
What doesn’t work
- Someone smells one pod but the coffee comes out of a different machine: the steps do not add up
- Sudden cut to a generic forest
- Light and colours change from one scene to the next
10 sec · 1280×720 · 16:9 · audio
After Professional prompt
Professional prompt: confidential. Below is what changes in the result.
What improves
- Every step is consistent: cherries, pod, portafilter, cup
- Same lead, same kitchen and same warm light in every scene
- The harvest opens the spot and ties the gesture to the product’s origin
10 sec · 1280×720 · 16:9 · audio
Spot brief
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Fashion and luxury
AETERNA, the silence of luxury
Sculpted light on the face, the gold clasp snapping shut, a frontal walk and the bag on a marble pedestal. Luxury told by subtraction.
Before Beginner’s prompt
Example of a beginner’s prompt, written for the comparison: “Elegant video of a model with a luxury bag.”
What doesn’t work
- The AETERNA lettering covers the bag in the final packshot
- Flat lighting: face and skin lack depth
- Random shots, with no catwalk rhythm
10 sec · 1280×720 · 16:9 · audio
After Professional prompt
Professional prompt: confidential. Below is what changes in the result.
What improves
- Clean packshot: the bag on marble, identical to the reference
- Sculpted light on face and skin, as in a fashion shoot
- Frontal, symmetrical walk, and the clasp snapping in close-up
10 sec · 1280×720 · 16:9 · audio
Reference images used in the professional version
Spot brief
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Food · bakery products
Antica Forneria: the taste that comes back
A man opens a bag of biscuits on a rainy day and with the first bite he is a child again, in the countryside, with a glass of milk. It is the lever of nostalgia, the subject of my thesis, applied to a spot.
Before Beginner’s prompt
Example of a beginner’s prompt, written for the comparison: “Biscuit ad with a man and a child, nostalgic atmosphere.”
What doesn’t work
- Unreadable generated text: the pack and the final claim have garbled words
- The memory is not shown: the nostalgia stays a facial expression
- Disconnected scenes, with no narrative thread
10 sec · 1280×720 · 16:9 · audio
After Professional prompt
Professional prompt: confidential. Below is what changes in the result.
What improves
- The flashback to the child makes the memory visible: the nostalgia becomes a story
- No AI-generated text, so no garbled words
- A simple pack, identical in every scene
10 sec · 640×360 · 16:9 · audio
Spot brief
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Footwear
Sneakers in motion
A neutral studio and a continuous walk, from wide shot to details: the same sneaker stays centre stage in every shot.
Before Beginner’s prompt
Example of a beginner’s prompt, written for the comparison: “Video of a girl walking in white shoes.”
What doesn’t work
- The shoe changes model from one shot to the next
- In some scenes the upper resembles the design of an existing brand
- Jerky movement, with disconnected shots
10 sec · 1280×720 · 16:9 · audio
After Professional prompt
Professional prompt: confidential. Below is what changes in the result.
What improves
- The same sneaker in every shot, faithful to the reference
- Original design, with no echoes of existing brands
- A smooth walk, from wide shot to detail
10 sec · 1280×720 · 16:9 · audio
Reference images used in the professional version
Spot brief
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Technology
You have never seen a phone like this
The phone on the desk, the lead picks it up, the screen and then the back with the cameras: the product is the same from the first frame to the last.
Before Beginner’s prompt
Example of a beginner’s prompt, written for the comparison: “Ad for a new smartphone in an office.”
What doesn’t work
- The phone changes appearance between the first scene and the following ones
- Icons floating around the phone: an artificial effect
- The lead changes setting and lighting from one scene to the next
10 sec · 1280×720 · 16:9 · audio
After Professional prompt
Professional prompt: confidential. Below is what changes in the result.
What improves
- The same phone in every scene, front and back faithful to the references
- A bright, consistent office with natural light
- The back with the cameras is shown facing the camera
10 sec · 1280×720 · 16:9 · audio
Reference images used in the professional version
Spot brief
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Educational toys
Giocattoliamo: natural wood, safe dreams
A mother and child build a tower of wooden blocks and finish with a high five. The packshot with the claim closes the spot.
Want something similar for your brand?
I can prepare a dedicated example: a spot, an article or a product page.