AI Video for Brands: How We Made Our New Homepage Film

If you have visited our homepage this week, you have already met her. She is on her sofa, scrolling her phone. A few seconds later she has stopped dead in a rush-hour crowd, then she is searching at her kitchen counter late at night, clicking buy, and opening her front door to the parcel she ordered. Then the camera slips out of her window, across the street and into someone else's: a couple about to book the holiday of a lifetime.

None of it was filmed. There was no crew, no location and no casting call. Every frame was made with AI, directed by us, and I wanted to share a little about how we approached it, because I think this is going to change how a lot of brands tell their stories.

Why we made it

Our homepage says it plainly: every click is a person. For years the hero behind that line was a montage of faces, which was fine, but it showed people rather than what happens to them. We wanted the film to tell the story we actually work on every day: someone notices a brand, finds it when they search, finds it easy to buy, and ends up glad they did.

So the film and the words are built together. Each headline gets its own moment. The camera moves fast between them, then slows and settles as the words finish typing, so you read "Be found first" while she is searching and "Easy to buy" as she clicks. It sounds like a small detail. It is the detail that makes it feel finished.

What made the difference

The tools are getting better every month, and honestly that is the least interesting part. Anyone can generate a clip. What makes something feel like a brand film rather than an AI demo is everything around it.

Story before pixels. We wrote the journey beat by beat against the headlines before we made a single frame. If a scene did not earn its line, it went.

One person, all the way through. Early versions swapped people mid-journey and it just did not land. Real customer journeys belong to one person, so each of ours does too, with the same face, the same glasses and the same earrings in every scene.

Sweat the details. We threw out plenty of takes that most people would never consciously notice: a sofa that looked a bit grubby for a couple booking the Maldives, a courier standing on the wrong side of the front door, a phone that was 3 years out of date, a crowd with that tell-tale smeared AI blur. Each one is small. Together they are the difference between "that's AI" and "that's nice".

Built for where it lives. A homepage hero is not a TV advert. It loads in a few seconds, works on a phone, and plays in step with the words on the page, so we cut it for exactly that.

What you could make with it

Honestly, almost anything. If you can describe it, we can show it. A homepage film is just one use. The same approach can bring any story, product or process to life, including the ones that are invisible, too slow, too expensive or simply impossible to film.

• Journeys: your customer's path from first scroll to the moment it pays off, whatever you sell.
• How it works: the process behind your product or service, step by step, made clear in seconds.
• The invisible, made visible: what happens after someone clicks submit, an order being made, a claim being settled.
• Before and after: the problem, the change, the result, told through the people who live it.
• The not-yet-real: a building before it is built, a product before it is made, a launch before it happens.
• Every format: website heroes, paid social, launches and presentations, all cut from the same scenes.

And because there is no shoot, you can test ideas you would never have the budget to film: a different city, a different season, a different customer, in days rather than months.

More customer journeys we have made

The homepage film was the first, not the last. Since then we have made journeys for very different kinds of business, each one following a single customer from the first spark to buying online.

And some ideas you could never film

Journeys are grounded in real life. These are not. We made them to show what happens when there is no location, no crew and no laws of physics to work around.

We know films like these often look like AI, and we are not pretending otherwise. That is not a reason to leave them on the shelf. They tell stories that would otherwise be impossible, or far too expensive, to tell.

You can watch the rest on our AI video page.

The big opportunity: ads that never go stale

Where this really comes into its own is paid media. Meta, YouTube, TikTok and the rest reward a steady stream of fresh creative, and ad fatigue sets in fast. New video every few weeks used to mean a new shoot every few weeks. Now the same characters, places and story can become dozens of cut-downs and variations, built for every placement, every audience and every test.

The biggest brands are already doing it. Coca-Cola made its last 2 "Holidays Are Coming" Christmas ads largely with AI, and Meta is building AI video generation straight into its ad tools, reporting that advertisers who used it in testing saw around 10% higher click-through and 8% higher conversion rates.

Coca-Cola's ads also show the catch: critics picked apart every inconsistency. The tools are available to everyone. The craft is not. That is the part we bring: a story that hangs together, people who look real in every frame, and creative built for how each platform actually works.

Where I still draw the line

I said in a previous post that I still believe in real photography for the things that are promises: your team, your product, your premises. That has not changed. AI film is brilliant for telling the customer's side of the story. It should never pretend to be your actual shop floor or your actual staff.

Want one for your brand?

This is a whole new kind of creative service for Clicky in the AI era. Creativity and design are what we have long been known for, and AI video puts that craft to work in a new way, making our campaigns work even better.

We can make one for your brand, from a homepage film to a full campaign. If you have a customer journey you would love to bring to life, get in touch and we will show you what yours could look like.

Sources: eMarketer, Meta ramps up genAI powered ad creation; Kapwing, 11 brands making video ads with AI.