Clients often ask us: what does the process actually look like? They understand the output — polished, cinematic AI commercials. But the production journey from brief to final delivery remains opaque across most of the AI video industry.
At ArcaneWiz, we believe transparency builds trust. Here is exactly how we produce a broadcast-quality AI commercial, stage by stage.
Stage 1: Discovery and Creative Brief (Day 1–2)
Every project begins with understanding — not generating. Before a single frame exists, we need to know:
- Business objective: What action should the viewer take after watching? Purchase? Inquire? Share?
- Target audience: Who is watching, on what platform, in what context?
- Brand guidelines: Visual identity, tone of voice, competitive positioning, and any hard constraints.
- Reference material: Commercials, films, or visual styles the client admires — and explicitly does not want.
- Deliverable specifications: Formats, durations, platform requirements, and delivery timeline.
This stage produces a creative brief document that becomes the project’s north star. Every subsequent decision is evaluated against it.
Stage 2: Concept Development and Storyboarding (Day 2–3)
With the brief locked, our creative team develops two to three concept directions. Each concept includes:
- A one-paragraph narrative summary
- A visual mood board with reference imagery
- A shot-by-shot storyboard with frame descriptions, camera movements, and timing notes
- A preliminary sound direction (music genre, sound design approach)
The client reviews concepts and selects one direction, often with modifications. We refine the storyboard until every stakeholder is aligned on exactly what will be produced.
This stage is critical. A storyboard is a contract between the creative team and the client — it ensures there are no surprises in the final output.
Stage 3: Asset Generation and Directed Production (Day 3–5)
This is where AI enters the pipeline — but under rigorous creative direction.
Our production team works through the storyboard frame by frame, generating visual assets using a combination of AI models selected for the project’s specific requirements. Each generation cycle involves:
- Prompt engineering: Translating storyboard frames into precise technical prompts that specify composition, lighting, color palette, camera angle, and subject detail.
- Reference anchoring: Using approved frames as style and consistency references to maintain visual coherence across the entire piece.
- Iterative selection: Generating multiple variants per frame, with the creative director selecting and refining the output that best matches the approved storyboard.
- Motion direction: For video sequences, specifying camera movement, subject motion, and temporal flow with the same precision a DP would apply on a physical set.
A 30-second commercial typically requires 200–400 individual generation cycles across key frames, transitions, and motion sequences. This is not “click and wait” — it is intensive, directed production work.
Stage 4: Assembly and Rough Cut (Day 5–6)
Generated assets are assembled into a rough cut following the approved storyboard. This edit establishes:
- Pacing and rhythm
- Scene transitions
- Temporal flow and narrative arc
- Placeholder audio alignment
The rough cut is presented to the client for structural feedback. Are the beats landing? Does the pacing feel right? Is the narrative clear? Changes at this stage are structural — moving sections, adjusting timing, replacing sequences that are not working.
Stage 5: Color Grading and Visual Polish (Day 6–7)
With the structure locked, we move into visual finishing:
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- Color grading: Applying the project’s custom color profile across all frames for visual consistency and brand alignment.
- Detail correction: Addressing any artifacts, inconsistencies, or imperfections in generated frames.
- Visual effects: Adding text overlays, logo animations, transitions, or compositing elements as required.
- Frame-level quality control: Reviewing every frame at full resolution for any issues that would be visible at broadcast quality.
Stage 6: Sound Design and Music (Day 6–7, parallel)
Sound production runs in parallel with visual finishing:
- Music selection or scoring: Licensed or custom music that matches the approved sound direction.
- Sound design: Ambient layers, foley effects, and transition sounds that add dimension and realism.
- Audio mixing: Balancing all audio elements and mastering for the target delivery platforms.
Stage 7: Final Review and Delivery (Day 7–8)
The finished commercial is presented to the client in all required formats. Our standard delivery includes:
- Master file (ProRes or H.265 at project resolution)
- Platform-specific exports (Instagram, YouTube, TikTok, CTV, web)
- Thumbnail and poster frame options
- One round of minor revisions included
Total timeline from brief to delivery: typically 5–8 business days for a standard 30-second commercial. Compare this to the 6–8 week timeline of traditional production.
What Makes This Process Different
Three things distinguish the ArcaneWiz production process from both traditional production and self-serve AI tools:
- Creative rigor applied to AI output. We do not accept “good enough” from AI generation. Every frame is evaluated against the storyboard and refined until it meets broadcast standards.
- Full-service production value. Sound design, color grading, editorial polish — the finishing work that self-serve tools do not provide.
- Speed without compromise. Days instead of months, but with the same deliverable quality that brands expect from traditional production partners.
See what this process produces. Explore our production packages or start your project today.
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Frequently Asked Questions
What is the ArcaneWiz production process?
ArcaneWiz follows a 48-hour pipeline: 4 hours pre-production (brief analysis, mood boarding, shot listing), 16 hours generation and selection, and 24 hours professional post-production.
How does ArcaneWiz ensure broadcast quality?
Every project involves experienced directors who apply traditional filmmaking standards, reject 70% of AI output, and perform professional color grading, sound design, and final broadcast conform.
What tools does ArcaneWiz use?
ArcaneWiz uses Kling 3.0 and Veo3 for AI generation, DaVinci Resolve for color grading, and professional audio tools for sound design and mixing.
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