AI video technology enables low-budget brand campaigns

AI-native production studios are utilizing video generation technology to launch brand campaigns without the traditional requirements of large crews, location scouts, and international shoots. One example is One of One, a studio founded by Alex Shalson and Jack Hershman, which used AI to create all campaign assets—including website content, product images, and film—for the first official Diego Maradona apparel label under Electa Global’s license.

The campaign reached 10 million people within three weeks and resulted in a sold-out debut collection. Beyond cost savings, the technology allows founders to expand creative briefs by removing the physical limitations of talent and location. However, experts note that businesses must distinguish between a ‘generation’ and a ‘usable clip.’ Effective budgeting requires defining specific deliverables—such as framing that allows for text overlays and maintaining product recognizability—to avoid wasting time and resources on unusable AI-generated content.