Production / OMNI Journal
Does creative made with new technology look fake?
Last updated
It can if the product details, lighting or movement are wrong. Better tools do not remove the need for human judgment. A finished ad should be checked against the real product and the claims your brand can support.
Written by Aleksandar Ranisavljevic (co-founder)
What makes a product scene believable?
Consistent lighting, sensible scale, readable packaging and natural movement all matter. A polished background will not rescue a bottle with a distorted label or a product that changes shape between shots.
Start with reliable reference images and keep the important product details visible. Sometimes a simpler scene gives the viewer a clearer, more believable look at the product than an elaborate sequence.
What should a brand check before approval?
Review the ad as a product owner, not just as a viewer. Check the exact item being sold and consider what a reasonable customer would think the ad demonstrates.
- Packaging, logos, colours, proportions and included accessories.
- Whether the product moves or behaves in a plausible way.
- Claims, captions and any visible demonstrations.
- Rights to footage, voices, music and other supplied assets.
When should real footage be used instead?
If the message depends on a real result or authentic personal experience, use material that can substantiate it. A constructed scene should not be presented as proof of a product result, a real customer review or an experience that never happened.
The useful question is not whether the technology is impressive. It is whether the finished creative makes the product clear, represents it honestly and gives the audience a relevant reason to look closer.