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A good video ad isn’t just the video. It’s the tip of an iceberg: underneath there’s a briefing about your product, your customer, your competition and the context, plus scripts, proposed shots and messages, and a handful of different tools. That’s why, even though anyone can generate AI videos today, doing them well is still a craft.
At the end of this article we leave you a few examples of creatives we make at NUHKA, so you can see what we mean. But first, what almost nobody sees.
The creative is the tip of the iceberg
Before shooting (or generating) a single shot, there’s thinking work that decides whether the ad sells or not. A serious briefing answers four things:
- The product or service: what you really sell, what problem it solves and what makes it different. Not the catalogue, the benefit.
- The type of customer: who you’re talking to, how they think, what holds them back and what moves them to buy.
- What the competition is doing: which ads are running, so you resemble them just enough and stand out where it matters.
- The context: where and how it’ll be seen (a quick reel, a YouTube ad, a digital billboard), because that changes the tone, the length and the message.
Skip this step and you’ll have a pretty video that says nothing to anyone. The creative is the consequence of the briefing, not the other way around.
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The work you don’t see
The briefing produces the scripts, and the scripts produce the proposals for shots, messages and context for each piece. Deciding what gets told, in what order, with what opening line and what closing call: that’s what really takes time, much more than generating the video. This is the full journey:
Briefing
Product, customer, competition and context. The strategy that decides what gets told and to whom.
Script and shots
The what and the how: lines that open, the order of the scenes, proposed shots and message.
AI production
Sketches, image and video generation, voiceover and effects. Several tools, each for its own job.
Editing and versions
Everything comes together with pacing, and several variants are made to test which converts best.
Many tools, and still a craft
Production uses different tools for each thing: sketching the idea, generating images, generating video, cutting and reframing, adding voiceover, layering special effects. Mastering all of that is a job in itself.
And here we have to be honest: you can try to emulate it, and today it’s easier than ever. But the results won’t be anywhere near those of a professional who does this every day and knows the craft. Anyone can have the tool; the judgment to make the ad work, not so much.
An ad that stops the scroll
Briefing, script, cinematic shots and professional voice. It looks like a big brand and puts you ahead.
The run-of-the-mill "AI" video
The tool is there, but no idea and no pacing. It feels improvised and takes the seriousness off your brand.
Today delegating it costs next to nothing
Here’s the best news. Precisely because these tools exist, an agency can put out a creative, or a whole batch of creatives, for a ridiculous price compared with what a shoot used to cost. The saving from doing it yourself to avoid paying no longer pays off: the cheap, and the profitable, move is to delegate it and keep doing your thing.
And it’s not a one-off expense: a good creative is the fuel for your ads and funnel system, and the right message depends on what state of awareness each customer is in when they see it. That’s why we offer AI video and image creatives, with briefing and judgment behind them.
Authority and trust: why they sell
People don’t buy from the best product, they buy from whoever gives them more trust. And online, before they read a single word, your customer has already formed an idea of you from how you look. A polished creative says “this company means business”; a sloppy one says the opposite. When someone is torn between you and the competition, the cheapest one doesn’t win: the one who looks more solid does. Your creatives are the first proof of that solidity, and often the only one the customer sees before deciding.
Our creatives
This is what we do at NUHKA. Hit play and switch videos in the list:
AI has leveled access to spectacular ads. What makes the difference is no longer the tool, it’s the craft behind it and the time you put in. And your time is better spent on your business.
Frequently asked questions
Isn't it better if I make them myself with AI tools?
You can, and for experimenting it's fine. But a good creative isn't pressing a button: it's briefing, script, shots, message and editing, across several tools. That takes hours and craft. If your business makes money when you run it, that time gets expensive. Delegating it usually costs less than your own hour.
How much does an AI video creative cost?
Far less than a traditional shoot. A decent video ad used to cost thousands of euros; with AI, an agency can deliver you a batch of pieces for a fraction of that. Cost is no longer the barrier; the barrier is the judgment that makes them sell.
Don't AI videos look unprofessional?
The bad ones do. The good ones lift your brand. The difference isn't the tool, it's the craft: briefing, script, pacing and consistency with your brand. Done well they make you look bigger; done badly, the opposite.
Is this only for video, or for images too?
Both. The same idea (standing out and building trust) applies to still images: posts, static ads, covers. The ideal is a coherent system of video and image with the same identity.