AI video production: the process from brief to delivery

AI video production runs in fixed steps: brief, concept and script, storyboard with shot list, separate elements as references, hero shot, stills for approval, animation, edit with sound, one feedback round and delivery in 9:16, 1:1 and 16:9. The order is what matters most. Each step locks in something the next step builds on, so your product is right in every shot and there are no surprises at the end.

I am Kas Bennemeer, creative director of Setless Productions. Below I explain each step: what happens, what you do as the client and why I work in this order.

The AI video production process at a glance

Step 1: brief and goal

Every AI product video starts with the question of what the video needs to do. More sales through Meta? A product page that converts better? A launch on TikTok? The goal sets the length, format, tone and call to action. In the brief I also record who your customer is, what makes your product different and which images you already have.

Step 2: concept and script

Based on the brief, I write a concept and script. I use structures from winning ads on Meta, TikTok and Instagram: a hook in the first three seconds, a clear value proposition and a strong call to action. You approve the concept before a single image is made.

Step 3: storyboard and shot list

The storyboard turns the script into images. For each shot I define:

• what is in frame;
• which lens the shot uses, for example a wide lens for the setting or a macro lens for texture;
• which camera angle, such as eye level, low angle or top-down;
• how the camera moves and how long the shot lasts.

A shot list with lens and camera angle sounds technical, but it removes guesswork. Every choice is made up front, so each shot has a purpose in the story.

Step 4: separate elements as references

Before I build a scene, I create the building blocks individually: the product, any characters and the locations. Each element gets its own reference image. That way a character looks the same in shot eight as in shot one, and your product stays correct in colour, logo and proportions wherever it appears.

Step 5: the hero shot

The hero shot is the image that presents your product best. Every following shot uses this hero as its reference. It is the foundation for consistency across the whole video, and for any visuals you commission later. You approve the hero shot before I move on.

Step 6: stills for approval

I create every shot from the storyboard as a still image first. You see the whole video as a sequence of stills before anything moves. Is a colour off, or would you prefer a different setting? I adjust it here, at the point where changes are quick and cheap. Animation takes more time. Skip this step and you only spot problems once everything is already in motion.

Step 7: animation

Only after the stills are approved do I animate them. Camera moves and actions follow the shot list from step 3. Because each shot starts from an approved still, the result stays close to what you have already seen.

Step 8: edit with music, voice-over and sound

The edit brings everything together. I cut the shots to rhythm and add music, voice-over, sound effects and text. The hook sits in the first three seconds, the call to action at the end. Subtitles and on-screen text make the video work without sound, since many people watch social content muted.

Step 9: one feedback round

Every package includes one feedback round. I ask you to send all your points in a single list. Because you have already reviewed the concept, hero shot and stills, feedback at this stage is usually about details such as timing or text.

Step 10: delivery in every format

You receive the video in three formats:

• 9:16 for TikTok, Reels and Stories;
• 1:1 for the Instagram and Facebook feed;
• 16:9 for YouTube, your website and presentations.

Each format is framed separately, so your product and text sit correctly in every version.

Why this order delivers consistency and removes guesswork

The order moves from broad to fine. Goal first, then story, then images, then motion. Each approval locks something in:

• the concept locks the story;
• the separate elements lock product, characters and locations;
• the hero shot locks the style;
• the stills lock every shot.

Each step builds on something that is already right. In a traditional production those choices are only fixed on the shoot day, and according to Searchlab a shoot day in the Netherlands costs €1,500 to €5,000. A full product video there costs €1,000 to €6,000.

Choosing an AI video production agency

The difference between a single generated clip and a production lies in this process. An AI video production agency makes sure the story holds up, the style fits your brand and the video is built to convert. Viewers are critical: according to Norstat (October 2025), 44% of Dutch people disapprove of AI in advertising. Direction and consistency keep your video believable.

If you need a longer brand piece rather than a product video, see AI commercial production.

How Setless solves this

Setless runs these ten steps on every production. You approve at three points: concept, hero shot and stills. Then there is one feedback round and you receive the video in every format. More about the service on AI video production. Want to see your own product first? Request a free sample with one product photo.

Frequently asked questions

How long does AI video production take? It depends on the package. A 20 to 30 second Commercial with 3 cutdowns and 4 key visuals is delivered in 10 working days.

What do I need to provide for an AI product video? Product photos and a completed brief with your goal, audience and channel. That is all you need to start.

Why stills first and animation later? Stills let you review every shot before anything moves. Changes are quick at that stage, and animation starts from images that are already approved.

What is a hero shot? The main image that presents your product best. Every other shot uses the hero shot as its reference, so your product stays consistent in every frame.

How many feedback rounds are included? One feedback round. Because you review the concept, hero shot and stills along the way, that round is usually about details.

Which formats do you deliver? 9:16 for TikTok and Reels, 1:1 for the feed and 16:9 for YouTube and your website.