Ai Short Form Ads for RAW Water

In this project, generative AI was used to create a high-impact short-form visual campaign for social platforms such as Instagram, TikTok, and YouTube Shorts.

The primary goal of this campaign was to strengthen the media presence of RAW — a premium mineral water brand — through bold, minimalist, and brutalist-inspired visuals.

The creative direction focused on merging the raw power of natural elements with the precision of modern design, delivering an unmistakable brand statement in a matter of seconds.

For this project, I worked in a neo-brutalist style, emphasizing raw, unrefined materials intertwined with water. Using Ideogram, I generated high-detail textures of metal, stone, and crystals, integrating liquid elements into each shot to create a strong connection between matter and motion.

To convey the energy contained within water — the energy that fuels the human body — I introduced prismatic light accents in subtle color shifts, creating a sense of power and vitality.

The visual language alternates between heavy cubic forms that anchor the brutalist aesthetic, and fluid, organic patterns with levitating spherical elements that add dynamic contrast.

The process began with developing a cohesive style, followed by creating individual still frames designed specifically for later transformation into cinematic video sequences.

In image-based branding, a visual sequence doesn’t always need to explain the product directly — the goal is to convey a mood and establish a positioning aesthetic in the viewer’s mind.

Since Ideogram excels at typography, I opened the video with a typographic intro — bold lettering combined with splashes of water, flashes of metal, and the tremor of stone.

From there, the narrative shifted toward abstract and sculptural imagery, exploring the interplay of raw materials and fluid motion. The sequence culminates with the silhouette of a sand-formed human figure, experiencing the sensation of water on the skin, before closing with the RAW bottle displayed prominently on a pedestal.

Simple. Emotional. Short. Aesthetic. That’s the essence.

Once the storyboard was approved, I moved on to generating video sequences from the still images using Kling. Precision in iteration was key — each prompt had to be exact in order to optimize both production time and costs. For refining and adjusting prompts, I collaborated with ChatGPT to ensure every detail was articulated for the intended motion and camera work.

Unlike static image generation, video prompts need to focus on verbs and actions, as well as camera movement and transformations within the scene. Below is an example of one of the prompts used for Kling:

For the soundtrack, I used Udio to create a 30-second composition perfectly aligned with the mood and pacing of the video. The music featured an energetic, modern electronic style with textures of water and stone

The final stage was bringing all elements together into a cohesive piece. I used After Effects to fine-tune motion curves, ensuring smooth and deliberate transitions between shots. In Premiere Pro, I added subtle motion graphics, unified the color grading, and refined the overall tonal balance.

Within just two days, I delivered a short, stylish video commercial for the RAW brand. Thanks to the modular development approach, the project can be easily expanded, restructured, and adapted into multiple variations for different advertising formats. This workflow significantly optimizes both production time and resources while maintaining a high standard of quality.