When AI becomes a creative partner
What happens when a creative team hands the reins to AI? We put the Artlist AI video generator to the ultimate test, and used it to build an entire brand campaign — from early concepts to full-length videos. The idea was simple: treat AI like part of the team and see what it can really do in a real production workflow.
We spoke with Artlist’s Creative Director, Itzik Cohen, to break down the process — from writing prompts to refining scenes — and what it’s like to collaborate with AI.
The result? Three original brand videos, each completely different, all built using the Artlist video generator.
The concept: Start with one idea, and take it as far as you can
“We wanted to see how far we could take a single idea,” said Itzik. “Could AI help us build something that felt intentional, cinematic, and on brand?”
First came the script, then came the visual concepts.
Some early ideas included a futuristic woman walking toward the camera as the background gradually became more surreal with each step. Another featured a man alone in a spaceship, inspired by old-school sci-fi films.
The team even explored a horror version, with characters that looked like they came straight out of a nightmare.
Each direction tested the limits of what the generator could do — and what it means to treat AI like a creative collaborator. With the right idea, the AI video generator could take you anywhere.
Eventually, we settled on three distinct creative concepts. The whale journey was a surreal, cinematic journey inspired by the story of Jonah, reimagined through a modern lens.
Food Olympics took inspiration from that summer’s games, only this version was made entirely of snacks: jello diving, popcorn cycling, and chocolate martial arts.
And then there was the vintage monster film — a full homage to retro sci-fi, complete with black-and-white drama and a robotic ostrich as the unlikely star.
With these bold ideas in place, the next step was bringing them to life using carefully written prompts with the Artlist AI video generator.
From concept to prompt to generation
Once the concepts were locked, the next step was sketching scenes, mapping out visuals, and writing text prompts. To get a clearer sense of what to prompt, Itzik started by sketching out the scenes by hand.
Using Artlist’s image generator and prompt enhancement tool, the team then created high-quality images based on those early sketches. From there, the visuals were brought to life — animated and shaped into full cinematic videos using the Artlist AI video generator. Each prompt was treated like a shot list:
Prompt: A cinematic, nostalgic side-view shot of a colossal humpback whale soaring effortlessly through the sky, its smooth, massive body catching the soft, diffused light from the upper right, casting gentle highlights along its curved back and powerful fins. The whale’s slow, rhythmic movements create a sense of weightlessness, as if gliding through an invisible ocean in the sky.
Prompt: A surreal scene captures a young man skateboarding inside an enormous, gleaming silver spoon, its bowl as wide as an empty swimming pool. The spoon’s polished surface curves smoothly, reflecting the soft pastels of the sky and the rolling green fields beneath. It rests directly on the ground, its handle stretching out like a metallic pathway.
Prompt: A clean, close-up shot in black-and-white, styled like a 1950s sci-fi film still. Centered in the frame is a small robotic ostrich chick, captured in a seated position against a smooth, light gray background with no visible setting or distractions. The chick’s mechanical body is compact and symmetrical, with a sleek chrome surface polished to a gentle shine, catching soft highlights along its curved form. Its legs are folded neatly beneath it, and the neck is retracted inward, nestled close to the body in a relaxed, resting posture.
“We treated prompts like a director treats a shot list,” Itzik explains.” Frame size, lighting, energy — you have to think cinematically. The real skill is knowing what to ask and how to ask it.”
After generating the videos, the team used layering and compositing to make the scenes even more precise, especially in moments where characters were shifting, like the sea creatures.
In the whale video, the ocean, the creatures, and the heroine were each created in separate generations and then brought together seamlessly.
“The generator gave us stunning results right out of the gate,” Itzik said. “Compositing just let us fine-tune the scenes and bring everything together with more control.”
The same approach is applied to the 1950s monster video. First, the tunnel and robotic eggs were generated as a single shot. Then the chrome ostrich was created in a separate generation and composited into the scene to complete the story.
This is where the Artlist AI video generator stood out — delivering fast, high-quality visuals and animations, with the flexibility to refine every moment down to the detail.
The secret weapon behind every frame: Sound
Music and sound effects weren’t an afterthought — they were part of the vision from the very beginning. “Picking the right music and voiceover early was crucial,” Itzik explains. “It impacts the pacing. It changes the way you edit. You cut to the beat of it.”
The assets and tools we used:
- Artlist’s AI voiceover
- Music and SFX from Artlist’s catalog.
Whale video:
Voiceover: Aspire
Food Olympics video:
Voiceover: Mono
Old monster film video:
Voiceover: Alpha
5 tips for using AI video tools from Artlist’s Creative Director
- Start with the story.
Before you touch a single tool, know what you want to say. You can’t generate emotion without intention. - Write detailed prompts.
Think like a director. Include frame size, lighting, mood, and action — the more specific you are, the better the results. - Refine relentlessly.
You might not get the perfect shot on the first try, and that’s part of the process. Keep pushing until it feels right. - Use sound early.
The music and SFX you choose will shape how your video moves, feels, and lands. - Keep the creative lead.
AI is a tool — you’re the storyteller. Your voice is what brings everything together.
The final cut
This wasn’t about proving AI could make a video. It was about showing what creators can do with it. Whether you’re building a brand video, testing ideas for a commercial, or just creating for the fun of it, the Artlist AI video generator is your place to start.
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