L^IFE Singapore was opening a new creative space and needed a launch commercial with three days to go. There was no time to cast, crew and shoot, so the film was built from footage the team already had and new shots generated with AI.
The Brief
The client was about to launch a new creative space and needed a TVC, along with supporting press materials for its media partners. The launch was three days away. A normal production needs casting, a crew, locations, logistics, a shoot and an edit, and none of that fits into three days.
The Approach
I proposed an AI-powered production that could move at the speed the launch needed. Working closely with the client's team, I set the creative direction and the production workflow. Their existing real footage became the backbone of the film, and newly generated AI footage filled the shots that would otherwise have needed a shoot.
The Output
A finished launch film, delivered inside the three-day window and without the cost or logistics of a traditional shoot. A deadline that would normally rule out a TVC became the reason to try a new way of making one.
Frequently asked questions
How was a TVC produced in three days?
Instead of organising a traditional shoot, the commercial combined the client's existing real footage with newly generated AI footage. Kurt Loy shaped the creative direction and the production workflow with the client's team, which took casting, crew, locations and filming out of the schedule.
Does an AI-powered TVC still use real footage?
In this case, yes. The client's real footage anchors the film, and AI-generated shots fill the gaps that a shoot would normally cover.
What did the client need for the launch?
A TVC for the opening of its new creative space, plus supporting press materials for its media partners, with three days before launch.
Virtual fashion shoots, AI-powered content production →
