From brief to storyboard

How can you use AI to turn a commercial promise into a clear, feasible and verifiable video advertisement?

1960 € per session, excl. VAT

In short

A 7-hour day, excluding breaks, to move from an advertising brief to a usable production pack. You use generative AI to compare creative angles, write a timed script and prepare a storyboard, then check message comprehension, feasibility and the conditions for distribution.

Why this training?

A short advertisement often fails through overload: too many benefits, an unclear demonstration and a late call to action. The work focuses on the message hierarchy and its translation into achievable shots. AI speeds up script variations, but may invent evidence or suggest misleading images. A human review links every claim to the brief and checks rights before anything is passed to production. Ongoing case study: The fictitious organisation « Avelune Gourdes » is preparing a 20-second vertical advertisement for a water bottle that can be taken apart. Using a fictitious product sheet, the team must show how to care for it, without inventing health or environmental benefits, and invite viewers to visit the product page. Transfer to the workplace: Rework the pack for a real offering with the necessary authorisation, have the claims and rights approved, then pass the storyboard to production. After distribution, compare the observed indicators with the documented assumptions, without automatically attributing differences solely to the creative choice.

Objectives of this training

  • Define a target audience, a verifiable promise and a call to action.
  • Compare three creative angles using an explicit assessment framework.
  • Write a timed script suited to the chosen format.
  • Build a storyboard specifying visuals, sound, text and transitions.
  • Assess creative quality, rights and measurement assumptions.

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Marketing and communications managers leading video campaigns.
  • Creatives, copywriters and content officers preparing production briefs.

Prior skills

  • Be able to formulate and improve a request to a generative AI assistant.
  • Know the objectives and constraints of an advertising campaign.
  • Distinguish between a script, a storyboard and a final edit.

What you will work on

  1. Defining the promise and placement

    Objective: Define the scope of the advertising message. Target audience, viewing context, objective, vertical format and available evidence.

  2. Comparing creative angles

    Objective: Choose a feasible idea. Hook, demonstration, differentiation; AI requests constrained by the brief.

  3. Writing for twenty seconds

    Objective: Synchronise message, visuals and sound. Timing breakdown, voice, on-screen text, comprehension without sound and subtitles.

  4. Preparing the production shots

    Objective: Make the script executable. Framing, product handling, shot continuity, transitions, resources and filming constraints.

  5. Ensuring safe use of depictions

    Objective: Identify blockers before production. Music and visual rights, consent to use likeness and voice, deepfakes, advertising disclosures and labelling of synthetic content according to context.

  6. Evaluating and preparing measurement

    Objective: Check the pack and organise a comparison. Comprehension test, quality assessment framework, completion rate and clicks; distinction between learning feedback and actual performance.

What you take away

  • Advertising brief and creative selection matrix.
  • Timed 20-second script with sources.
  • Annotated storyboard ready to pass to production.
  • Quality assessment framework, rights register and comparison protocol.

Method and assessment

  • Short teaching inputs followed by immediate practice on the ongoing case study.
  • Individual work followed by work in pairs, with peer review of the outputs.
  • Guided group discussion: what works, what needs correcting and what remains a human decision.
  • Preparation: Arrange access to a tool authorised by your organisation, without requiring video generation. Prepare a fictitious or anonymised brief and visual assets authorised for the intended uses.

Observable criteria: The promise and call to action are identifiable during a presentation without commentary. ; Each claim refers to information in the brief. ; Shot durations total 20 seconds; texts remain readable. ; Each resource has a documented rights and consent status. ; The planned comparison isolates one creative variable and defines its indicators..

Frequently asked questions

Is a finished film delivered?

No: the main deliverable is an operational production pack, not an edit ready for distribution.

Do you need to generate images?

No. Text-based or drawn panels are sufficient to check the shot breakdown.

Can you replicate a real person?

Not without checking the required permissions and consent; misleading deepfakes are excluded.

How do you evaluate without a real campaign?

Through comprehension, timing and compliance; media performance will be measured after distribution.

Last updated: