HandsomeAI TVC Studio

Journal · 12 Articles

Notes from the
AI commercial frontier.

Deep dives, case breakdowns and craft essays from the team — written for marketing leads, creative directors and producers shipping the next wave of TVC.

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How AI is rewriting the commercial production timeline.
Industry Insight · Feature

How AI is rewriting the commercial production timeline.

By Léa Moreau· 12 min read· May 14, 2026
The new storyboard: motion in hours, not weeks
Craft

The new storyboard: motion in hours, not weeks

How we shipped Nike's Peak Performance in 11 days
Case Study

How we shipped Nike's Peak Performance in 11 days

Building a hero perfume film without a perfume shoot
Craft & Process

Building a hero perfume film without a perfume shoot

How we generated every frame of L'Oréal's Golden Hour — without a single bottle on set.

Hiro Tanaka·8 min read
Why traditional reshoots are the bottleneck no one talks about
Industry Insight

Why traditional reshoots are the bottleneck no one talks about

A look at how reshoots cost agencies an average of $180K — and how that math changes with AI.

Erika Vance·6 min read
Custom asset training: getting your packaging right
Tutorial

Custom asset training: getting your packaging right

A step-by-step on training a model to recreate your packaging across every lighting condition.

Wen Zhou·14 min read
Estée Lauder's Skin Reborn: 12 markets, one source
Case Study

Estée Lauder's Skin Reborn: 12 markets, one source

How localisation went from a six-week scramble to a six-day pipeline pass.

Sara Pilcher·9 min read
The 2026 outlook for AI in broadcast advertising
Industry Insight

The 2026 outlook for AI in broadcast advertising

Our take on where the FTC, the IAB and the major networks are heading on AI-generated commercials.

Daniel Eich·10 min read
Foley, score and sound design in an AI-first pipeline
Craft & Process

Foley, score and sound design in an AI-first pipeline

Why audio is still ~30% of the budget — and what we changed about how we make it.

Ana Korten·7 min read
Handsome Smartech wins Bronze at Cannes Lions 2025
News

Handsome Smartech wins Bronze at Cannes Lions 2025

A short note on a great night for the team, and what we're taking forward into the next 12 months.

Team·2 min read
Briefing AI: a checklist for marketing leads
Tutorial

Briefing AI: a checklist for marketing leads

A practical brief template we hand to every new client — adapt it for your own intake.

Léa Moreau·5 min read
Picture lock in the age of infinite iteration
Craft & Process

Picture lock in the age of infinite iteration

When everything is changeable, knowing when to stop is the new craft.

Marcus Bell·8 min read
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