AI production for brands is the use of generative artificial intelligence tools (Midjourney, Seedance 2.0, Runway, Stable Diffusion) in the creation process of visual and video content, under the supervision of a human art director. AI produces volume and speed. Humans produce quality and consistency.
Step 1 — Brief and creative strategy. Entirely human. The art director analyses the brief, defines the intention, tone and constraints. ZIA can structure the brief, but creative strategy is the art director's territory. This step determines everything that follows.
Step 2 — AI exploration. The art director prompts AI tools with precise directives: framing, palette, atmosphere, movement. Midjourney for broad visual explorations. Stable Diffusion for specific styles. Seedance 2.0 or Runway for video directions. 50 to 100 variations are generated in a few hours. The art director selects the 3 to 5 best directions.
Step 3 — Client approval. The selected directions are presented to the client — not as deliverables, but as previsualizations. The client sees the film before it exists. Back-and-forth is short because everyone is looking at something concrete.
Step 4 — Production. The approved direction is produced in final quality. AI generates the shots or visuals. The motion designer retouches, composes, assembles. The art director oversees every frame. The sound designer adds the audio layer. This is the hybrid phase — AI and human work in tandem.
Step 5 — Human post-production. Every AI output is evaluated, retouched, corrected. Artefacts are removed. Brand consistency is verified. Editing is human — rhythm, narrative, transitions. This is what distinguishes a raw AI output from a professional brand film.
Step 6 — Delivery and adaptations. Formats are produced (16:9, 9:16, 1:1, display). AI significantly accelerates this phase — adaptations that took 3 days now take 1. Files are delivered with usage guidelines.
AI does: visual and video generation, style variations, format adaptations, rapid previsualization, automatic subtitling, upscaling.
Humans do: creative strategy, prompt direction, selection and judgement, retouching and compositing, narrative editing, brand consistency validation, client relations.
The production time ratio at Nexia: 40% AI, 60% human. AI produces the volume in little time. Humans produce the value in more time.
The production time ratio at Nexia: 40% AI, 60% human. AI produces the volume in little time. Humans produce the value in more time.
The final film is indistinguishable from a 100% traditional production — but it was delivered 3 weeks faster.
For Toyota, AI allowed testing 15 visual directions in one day instead of one week. Our art director selected the cinematic direction, Nicolas Dalmas produced the final animation with multi-layer compositing. The final film is indistinguishable from a 100% traditional production — but it was delivered 3 weeks faster.
For ESA, AI generated 30 palette and atmosphere variations during previsualization, accelerating client approval by 2 weeks. The 3D modelling and final animation are 100% human — Nicolas Dalmas at the lead.