Back to SchoolFour photographs. One film.
The challenge
Four campaign stills existed. There was no film budget, and launch week needed a hero film.
The thinking
Insight
The stills already held the cast, the wardrobe, the location and the light. The expensive part of a film had already been paid for.
Strategic choice
Treat the photographs as the production, and direct AI like a camera, not a generator.
The idea
Extend the shoot into motion without going back to set.
The output
I wrote the shot list, directed each shot against the real product and chose every cut. The film, the cutdowns and the social edits all came from the original four frames.
The source frames
Everything in the film started here.
Point of view
New tools don't lower the bar. They move the budget from production to ideas.
The impact
Next · NikeA hero film for launch week with no reshoot, and the product exact in every frame.
Draft note, hidden on the live site. Add a result here when you have it:
- Cost and time versus a traditional film shoot
- View-through rate on social