TVC advertising workflow

Why a TVC is not one long generation

One long generation forces the model to handle story, product, action, camera and spatial continuity at once. A more reliable process is script, storyboard, keyframe, shot generation and edit.

Recommended workflow

1. Define the core emotion and selling point for 15-30 seconds
2. Split the film into five to eight shots
3. Create a still frame for each shot before motion
4. Keep tone and brand language consistent across keyframes
5. Generate a short clip for each shot
6. Edit, score, design sound and add the end card

• The establishing shot creates the atmosphere; it does not explain every feature.
• The feature shot explains the product or character and should not also carry the end card.
• The memory shot deserves separate iteration instead of being diluted across every shot.

Shot structure

1. Establishing shot: space and atmosphere
2. Hero shot: product or character entrance
3. Feature shot: function, material, action or emotion
4. Memory shot: the most memorable visual beat
5. End card: brand, slogan, package or product lock-up

Give every shot one primary job. Mixing product explanation, emotional climax and brand lock-up in one frame usually reduces stability.

Script template

Before generating, write a short script that states what the audience sees, feels and learns in each shot.

• Describe visible details such as reflections, water, hand movement and spatial layers.
• Write actions that can be filmed rather than abstract emotional labels.
• Choose one dominant camera movement per shot.
• Record sound and transition intent so editing can preserve the advertising rhythm.

A 20-second structure

1. 0-3s: establish space, tone and visual question.
2. 3-8s: introduce the product or character with a stable Hero frame.
3. 8-14s: reveal one feature or material benefit.
4. 14-18s: deliver the memorable visual beat.
5. 18-20s: resolve with the brand and product end card.

What to avoid

• Asking one prompt to generate a complete 20-second advertisement.
• Putting product, character, narration, feature and environment into one shot.
• Using the same camera movement for the entire film.
• Skipping the script and asking the model to invent the story during generation.

When the still-image system is not stable yet, return to the product CG workflow before scaling to a TVC.