How to brief an AI ad: a practical checklist

Start with a logline or a script

You do not need a finished script. In the studio’s words: “Bring a logline or a finished script — we take it from either.”

If you bring a logline, the first stage writes the script: “Competing scripts, independently judged; the winner becomes a per-scene shot list.”

Name the one thing the viewer should do

Visit the store, install the app, book the tasting, remember the name: pick one. A short ad has room for one action, and every later choice (the script, the length, the end card, the cutdowns) is judged against it. If there are two actions, that is usually two ads.

Send references for anything that must look exactly right

Characters, the product and its world are locked before production starts, so the brief should carry what locks them:

• The product from several angles, with the packaging and any label text exactly as it prints.
• Logo files, brand colours and any typeface the end card must use.
• For each character: who they are, their age and era, and what they wear. This becomes the character sheet.
• Places and props that must be specific, such as a store front, a city or a car.
• For any real person’s face or voice: their written consent. A digital twin is made only on consent.

Your material stays yours: “Client scripts, footage and brand assets are never used to train public models. Access-controlled, NDA-first by default.”

List every format and language up front

Cutdowns, aspect ratios and language versions are all struck from the one approved master, so they cost least when they are planned from the start. Tell us:

• Every placement and its shape: widescreen, vertical, square or 4:5.
• Every length you need, from the full spot down to the shortest cutdown.
• The languages, and whether each one needs its own voiceover or only captions.
• Whether the ad must work with the sound off. Feeds play muted by default; the archive’s saree pair was made in both versions for exactly this reason.

Decide who approves, and when

There are two approval points in a typical sprint: the still frames of every key moment, and the full cut. Name the one person who can approve each on the day it arrives. A sprint measured in days cannot wait a week for sign-off.

Say where the ad will run

The markets and platforms decide how the ad is labelled and what goes into its clearance package: “Machine-readable AI marking and per-market disclosure guidance shipped with every asset — EU, US, India and beyond.”

What happens after the brief

Commercials are tailored to scope and shared after a brief conversation. No prices are published on this site. Every engagement is priced in a written proposal for a defined scope.

Most work starts in one of these shapes:

• Proof-of-concept. A fixed-scope teaser or spot in days — the lowest-risk way to test our craft on your brief, your world, your brand.
• Campaign engagement. Hero film plus the full variant tree — languages, ratios, cutdowns — with media and reporting if you want the loop closed.
• Content engine. A monthly production program at daily or weekly cadence — your always-on department, without the department.
• White-label. For agencies and production companies: our pipeline under your brand, inside your fee, invisible to your client.

When the checklist is done, send the brief. A person replies to the address you give.

Questions

Do we need a finished script to brief an AI ad?

No. Bring a logline or a finished script — we take it from either.

Can you work under our agency’s brand?

Yes — a white-label lane: we deliver under your brand, inside your fee. Your client relationship, our pipeline. Margin relief on the AI production you’re currently absorbing.

How long after the brief is the ad ready?

A typical short-form sprint runs from a brief on Monday to a premiere on Friday. Measured on our own production, a typical teaser runs ~48h from brief to master.