Kiricù Spot
Institutional brand spot for kiricù showing how generative video production removes the physical and logistical limits of traditional filmmaking.
Brief
Institutional brand spot for kiricù. Goal: show that AI generative video production removes every physical and logistical constraint of traditional filmmaking — shooting inside an active volcano, on the ocean floor, in zero gravity, inside a Renaissance painting. Each impossible set hosts a film crew treating the location like a normal Tuesday on set. The reveal: everything was generated from a laptop in Milan.
How you can use it
Spots like this work as top-of-funnel creative for agency and brand decision-makers who already know video production costs and timelines. The 9:16 format is optimised for Instagram Reels, TikTok and YouTube Shorts. The multi-set structure — six distinct impossible locations, each in a single 4-second take — makes it easy to A/B test individual scenes as standalone hooks, isolating which environment drives the most curiosity before the full spot runs.
Generative AI in this video
AI generation eliminates location scouting, physical set construction and logistical constraints entirely. Every environment — from the volcano crater to the deep ocean floor to the interior of a Caravaggio painting — is fully generated, with complete control over lighting, crew staging and camera position. The result is a production that would be physically impossible and financially unviable with traditional means, delivered as a 30-second spot.
Institutional brand spot for kiricù. Goal: show that AI generative video production removes every physical and logistical constraint of traditional filmmaking — shooting inside an active volcano, on the ocean floor, in zero gravity, inside a Renaissance painting. Each impossible set hosts a film crew treating the location like a normal Tuesday on set. The reveal: everything was generated from a laptop in Milan. Spots like this work as top-of-funnel creative for agency and brand decision-makers who already know video production costs and timelines. The 9:16 format is optimised for Instagram Reels, TikTok and YouTube Shorts. The multi-set structure — six distinct impossible locations, each in a single 4-second take — makes it easy to A/B test individual scenes as standalone hooks, isolating which environment drives the most curiosity before the full spot runs.
Campaign strategy
This case study documents how kiricù shapes a spot 30" for the studio sector: the video needs a readable hook, a clear product or category role, and enough room for captions, thumbnails, cut-downs and channel adaptations. The goal is not only to show a polished scene, but to create an asset that can live across paid media, organic social, landing pages or sales decks without losing clarity.
Creative direction
Creative direction is led by Filippo Tubino, founder and creative director of kiricù. Each video starts from the brief, audience, media context and delivery constraints; from there, three possible directions are developed and the strongest balance of memorability, production speed and commercial usefulness is selected. Generative AI accelerates casting, environments, scenes and iterations, but narrative responsibility stays human.
Delivery and variants
For an asset like Kiricù Spot, the master is planned together with its variants: vertical or horizontal crops when needed, shorter retargeting cuts, clean frames for social previews and files optimized for the distribution channel. This reduces the risk of rebuilding creative after approval and lets the marketing team test messages, durations and hooks without reopening a traditional set.
What to evaluate
The success of a spot 30" is not only visual quality. What matters is how quickly the promise is understood, how well the idea fits the studio audience, whether the video reads without audio, how easily variants can be extracted and whether the first frame is clear. Those are the signals that make content useful in real distribution, not only in a portfolio presentation.
Before production
Before starting a similar project, kiricù clarifies the offer, mandatory claims, available brand assets, target market, priority channels and any legal or product constraints. This step prevents unnecessary revisions and makes it clear which scenes should be generated, which elements should be composited from real materials and which final formats the media plan actually needs.