AI video production workflow

An AI video production workflow connects the brief, visual development, shot tests, editing and final delivery. Agree on what each review must approve before moving to the next stage. A convincing individual frame is only one part of a finished film.

Start with the delivery brief

Write down the audience, main message and intended response. List the required durations, aspect ratios, languages, channels and delivery date. Include the approved brand assets and product references, and identify anything that must remain exact.

Name one person to consolidate feedback and the people who can approve the concept, product details and final film. Ask the production team to state what its estimate includes, which decisions affect the schedule and how changes will be handled. The AI commercial brief guide provides a checklist for preparing the brief.

Approve the treatment and visual references

Review the proposed story, shot sequence, visual direction and sound approach before approving production. Annotate references with the detail that matters: lighting, camera movement, texture or pacing. A reference should explain a decision, not leave the team to guess what to copy.

For a story-led project, use the narrative shorts portfolio to discuss character, atmosphere and how a sequence develops. Separate approval of the creative direction from approval of the final images. Record the chosen treatment and any unresolved questions.

Test the difficult shots before scaling production

Identify the shots with the strictest requirements. A label may need to stay readable during movement; a character may need to remain recognisable across cuts. For product videos, compare the proposed images with approved photographs or product files, including proportions, materials and packaging.

Ask for a representative motion test where a still frame cannot settle the question. Check movement, continuity and transitions at the intended viewing size. If a test does not meet the brief, discuss a different shot, live action, 3D or compositing before approving more work. Keep the selected test and its review notes as a reference.

Review the edit as a film

Watch the sequence from beginning to end before judging individual shots. Does the opening establish the message? Does each cut support it? Check whether the sound, captions and end card work with the picture. Give feedback against the approved brief, with timecodes and a clear requested change.

During post-production, review:

• Product accuracy, including labels, proportions and materials.

• Character and object continuity across shots.

• Hands, text, edges and reflections in motion.

• Consistent colour, lighting and visual direction.

• Speech, music, captions and timing in each required version.

Compare the chosen material with the treatment throughout the edit. More generated options are useful only when someone selects and finishes the shots that serve the film.

Check the masters and document the handover

Agree on a delivery checklist before the final review. Check every required duration, crop and language version, including its end card, subtitles and audio. Review the exported files as well as the review link; confirm that the filenames and technical settings match the delivery specification.

Record the approved version and any outstanding items. List which masters, source files and supporting documents are included in the agreed scope, who receives them and where they are stored. Treat the first finished export as something to check before release.