Jessica Leonel
Video Editor | Short-Form, UGC Ads & Branded Content
This edit started with a simple challenge: several different creators, different deliveries, different footage, but only one short ad to make it all feel cohesive.
The first step was finding the strongest soundbites and figuring out how they could work together as one story rather than feeling like a compilation.
From there, I built the structure around a clear hook, fast progression and a product-focused payoff, then used captions, product inserts, motion, transitions, music and sound design to keep the pace moving without losing the natural UGC feel.
What I enjoy most about this kind of edit is that the real work happens before the polish.
It is deciding which sentence opens the video, which reaction is worth keeping, when to change creator, when to show the product, and how to make every cut feel intentional.
The goal was to keep the authenticity of UGC while giving the final piece the rhythm and clarity of a paid social ad.
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This was one of the most fun AI projects I’ve worked on lately.
For Tecnofas, we created a full clay-style animation, literally building the visual language around that handcrafted, stop-motion look, but produced with AI.
The video above is a compilation of some of the scenes we developed for the project.
The creative challenge was to explain a very technical difference in a way that felt simple and visual: comparing a traditional retrofit construction process with a ventilated façade system, which can reduce the number of workers needed on site by up to 60%.
Tecnofas is the kind of client that really enjoys experimenting with new visual languages, so we had a lot of freedom to explore the concept, test ideas and push the AI workflow beyond a standard corporate animation.
That freedom made the process especially enjoyable. Instead of using AI only to make production faster, we used it to create a visual style that would probably never have been the obvious choice for this kind of industrial communication.
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For Junoo, we had already received real product samples for a separate UGC production. The AI piece came in as an additional creative route: a way to explore how much further we could take the campaign without depending on another traditional shoot.
Using real product photography as our reference, we created a fully AI-generated UGC concept from scratch, including the creator, environment, styling and overall visual direction.
The content was developed around the aesthetic the client wanted and adapted to feel relevant to the audience in the target city, while keeping the real product at the center of the piece.
What I like about this kind of workflow is the flexibility it creates. Once the product is in hand and properly referenced, we’re no longer limited to a single casting, location or production setup. AI becomes a way to expand the creative territory of a campaign and produce additional content directions that would otherwise require a completely new shoot.
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One of the challenges with this Inplac project is that the client doesn’t always have access to strong, current product photography.
I don’t see that as a limitation.
For this piece, we used AI to build highly detailed product visuals from the available references, then developed those images into animated scenes for social content and ads.
The goal wasn’t to create something that simply looked polished. It was to make the product feel tangible, well presented and visually convincing even when the original production material was limited.
A lot of the work comes down to art direction: defining the scene, lighting, materials, framing and movement in a way that still feels coherent with the real product.
For clients with difficult or expensive product shoots, this opens up a lot of possibilities. Limited photography doesn’t have to mean limited content.
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