Betty Williams

I watched a stranger use our product for the first time last week. Screen share, I just stayed quiet and watched.

It was painful

She skipped the welcome screen, missed the main button, and spent almost two minutes in settings looking for something that was right on the dashboard.

Everything we thought was obvious wasn't.

When I m scrolling through a list of products, the first thing that catches my eye is usually the logo.

Only then I look at the tagline, and after that, the description.

For us, it s a very simple infinity sign, but it actually says almost everything we want our brand to say.

A loop that keeps running and never gets interrupted
Simplicity
Our brand magenta to cyan gradient

I was looking at @Higgsfield and other AI video tools recently.

You can now create an ad without organizing a real shoot. Higgsfield also has tools specifically built to generate product ads from existing assets. A normal shoot means finding a location, people, equipment, then filming and editing everything. Now you can test different versions before doing any of that.

I don't think real shoots are going away, but I can see brands doing a lot less of them.

When would you still choose a real shoot over AI?