AI video production, led by a director
Ana Lario runs generative film production as a director, not as a volume content shop. She plans, generates, edits and finishes AI video for beauty, fashion and luxury brands, and works alongside production companies and agencies when a project mixes live action and AI.
An AI video production agency, or a director?
Brands looking for AI video usually find two options: an AI video production agency built for volume, or a tool they run in-house. Ana offers a third. One director with a fashion and beauty background runs the whole generative pipeline, from treatment to final versions, so the creative decisions and the generation stay with the same person. The results are her POND’S commercial and the PromptPal campaign.
What can be produced
- Commercials and campaign films. Finished spots in standard lengths, such as the 15-second POND’S film.
- Social-first vertical video. 9:16 films and loops for TikTok, Reels and Shorts, like the PromptPal series.
- Key visuals and stills. Generated campaign imagery to match the film.
- Worlds and variants around a shoot. Backgrounds, seasonal versions, market or shade variants that a live-action budget wouldn’t stretch to.
- Pitch and mood films. Moving references for a treatment or an agency pitch, a format Ana has made throughout her career.
Built for many formats from the start
Generative production is at its best when a campaign needs many outputs that belong together. Ana learnt this before AI existed. The Rimmel Stay Satin campaign was 102 in-house assets across four shades and three skin tones, and the FaceGym tutorials ran to more than ten films. She plans generative work the same way: a locked look, a shot list per format, and versions built from the same source rather than improvised at the end.
Hybrid production
Not every brief should be fully generated. A common route is a live-action hero for talent and product, with generative work extending it into worlds, variants and cutdowns. Ana has directed both sides, with Pantene’s TVCs on one and POND’S on the other, and can plan the join so the two read as one campaign.
How a project runs
- Scope. Formats, placements, markets and the approval chain, agreed up front, because they decide the pipeline.
- Look bible. Reference stills for character, set, palette, light and product, approved before any video is generated.
- Production sprints. Batches of shots are generated, reviewed with the client and refined. Feedback lands on real frames, not descriptions.
- Finishing. Edit, motion, sound and colour in standard post tools (After Effects and Premiere Pro on recent work).
- Delivery. Master files and cutdowns per placement, with notes on which tools were used, for the brand’s own disclosure and legal needs.
Questions
Is Ana an AI video production agency?
No. She’s a director who runs generative production herself and brings in collaborators when a project needs them. Clients get agency-style delivery with a single creative lead.
Can she work with our agency or production company?
Yes. Most of her career has been spent inside agency and production-company structures, including Grey London, Hi-Res! London and Burberry’s in-house team.
What do we need to provide?
The brief, brand guidelines, accurate product references (packshots or the product itself) and any claims or legal lines. For a hybrid project, the live-action footage or shoot plan as well.
How do reviews work?
Reviews happen at the look stage and then on generated shots in batches. Agreeing the look first is what keeps later rounds short.
How long does generative production take?
It depends on the number of formats and approval rounds. A single short film typically takes a few weeks. A multi-format campaign runs longer, but adding variants is usually quicker once the look is locked.
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