From product photo
to commercial ad.

01 / CHOOSE THE WORKFLOW

Pick the working environment your team can actually review.

These are convenient pairings, not exclusive partnerships. Runway also documents support for Claude and other MCP-compatible assistants. MCP is the connection that lets an assistant call an external tool. Neither pairing removes the need to check every output. [1]

02 / BEFORE YOU GENERATE

Make a six-part creative brief.

1. Buyer and placement. Who is this for? Choose one placement and viewing context, such as a vertical mobile feed.
2. One promise. State a supported benefit. Keep aspirational mood separate from factual performance claims.
3. Reference pack. Front, side and detail product photographs; logo artwork; approved colours; exact offer and destination URL.
4. Locked features. List the bottle shape, cap, label, colour and scale that must remain consistent. Instructions reduce ambiguity, but do not guarantee preservation.
5. Deliverable. For this example: a 15-second 9:16 master, three hook variants, final captions and a clean end card.
6. Approval and limits. Name the reviewer, set a generation budget and define when a failed shot should be replaced with real footage.

For an Indian campaign, approve English, Hindi and Bengali copy separately when those audiences matter. Have a fluent reviewer check pronunciation and meaning; translated offers must keep the same conditions.

03 / WORKFLOW A

Runway + GPT: brief, direct, refine.

Runway’s official setup page describes adding its plugin in ChatGPT, signing in to Runway and mentioning @Runway. Generations use Runway credits; available models and settings depend on the account. Follow the current vendor setup page if the interface differs. [1]

1. Develop the concept. Give GPT the approved facts and reference pack. Ask for three genuinely different hooks, then choose one.
2. Lock the visual. Approve a still frame for each shot. Inspect the packaging before paying for motion.
3. Describe the movement. In Runway image-to-video, the input image sets appearance and composition; the prompt should focus on the action and camera movement. Start simply and refine one variable at a time. [3]
4. Review a short test. Watch the label, reflections and silhouette throughout the clip. A correct opening frame does not guarantee a correct ending.
5. Finish the commercial. Assemble the accepted clips, add approved typography, sound and the CTA in an editor. If a connected workflow can assemble them, request it explicitly and still review the export.

If the connector is unavailable: retain the same planning workflow and transfer the approved assets and prompts into Runway. The creative process does not depend on a particular chat interface.

04 / WORKFLOW B

Higgsfield + Claude: establish a direction, then vary it.

Higgsfield documents a Claude workflow using its MCP connector at https://mcp.higgsfield.ai/mcp. Claude coordinates the brief and tool calls; Higgsfield performs the media generation. Its guide covers product, UGC-style, social and explainer formats. [2]

1. Connect and provide references. Use the current Higgsfield setup guide, authenticate, then attach the approved product pack.
2. Specify the format. A product-led spot needs different direction from a creator speaking to camera. Choose based on the message.
3. Review the first direction. Request a plan and initial still before generating the full sequence. Inspect product identity, composition and character appearance where relevant.
4. Create the first complete version. State timing, spoken words, audio expectations and required exports. Verify which capabilities the selected model supports.
5. Make controlled variants. After approval, change the opening or message angle while keeping the offer and destination consistent. Review each export independently.

A generated creator should not be presented as a real customer giving a genuine testimonial. Use a clearly scripted demonstration, with permission for any real person's likeness or voice. Publishing an ad is a separate action from creating its video.

05 / A WORKED CREATIVE

One fictional perfume. Fifteen useful seconds.

Illustrative concept: a premium perfume sold through an online product page. We know its appearance; we have no verified longevity, ingredient or performance claims. The creative therefore sells a mood and invites discovery.

These are edit durations, not promised model generation lengths. Generate suitable source clips and trim them. Use the real packshot for the final card; place exact logo and CTA artwork in the edit to protect typography.

Sound direction: a restrained instrumental pulse, one soft glass accent and room for the CTA. Use audio licensed for the intended advertising placement. If adding speech, read it aloud against the actual edit rather than assuming a word count will fit.

06 / THE PROMPT DESK

Copy, replace the brackets, then review.

These original prompts are starting points, not guarantees. Attach the referenced files and replace every placeholder before generation.

Prompt 1 — planning in GPT or Claude

Act as a commercial creative director.
PRODUCT: [name + approved facts]
BUYER: [specific audience]
PLACEMENT: [platform and aspect ratio]
OBJECTIVE: [one action]
REFERENCES: [attached product pack and brand guide]

Create three distinct hooks for a 15-second product ad.
Use only the supplied facts. Flag unknowns; invent no claims.
For each hook, give the visual idea and reason it fits the buyer.
Recommend one, then provide a timed shot list, exact overlays,
audio direction and a product-consistency checklist.
Separate facts from creative mood. Wait for concept approval
before calling a generation tool.

Prompt 2 — Runway motion for an approved still

The camera slowly pushes toward the stationary bottle.
A narrow warm reflection travels gently across the glass.
The bottle remains upright, with the label facing the camera.
One continuous controlled shot, with restrained movement.

This motion-first structure follows Runway's image-to-video guidance. [3] Put aspect ratio, duration and resolution in the available controls; check the output rather than relying on “8K” or “no distortion” in a prompt.

Prompt 3 — production brief for Higgsfield + Claude

Use connected Higgsfield tools to develop the approved concept.
Target: 15-second vertical product commercial, 9:16.
Use the attached product reference and approved shot list.
Lock product shape, cap, label placement and colour.

First return the production plan, selected generation settings
and estimated credit usage if the tool exposes it.
Generate one first-frame proposal for review.
After approval, generate the shots and assemble if supported;
otherwise return ordered clips with edit timings.
Keep final logo, offer and CTA as approved editable overlays.
List any deviations or unsupported steps. Do not publish or
create additional paid variants without my instruction.

07 / ACCEPTANCE & ECONOMICS

Count accepted ads, not generated clips.

Choose an internal stopping rule before you begin—for example, review the approach after three failed attempts at one shot. Changing the shot design can be more useful than repeating the same prompt. Confirm current credit estimates, export settings and applicable commercial-use terms in your chosen account.

08 / LEARN FROM THE CAMPAIGN

Change one variable. Measure a business action.

Start with three openings: a macro product reveal, a lifestyle setup and a direct question. Keep the rest of the commercial, offer and landing page constant. This makes the opening the intended test variable; use your ad platform's experiment tools where available to reduce delivery differences.

• Attention: compare early viewing and completion within the same platform and format.
• Interest: track clicks and landing-page visits; neither alone proves sales value.
• Outcome: use purchases or qualified enquiries, with cost per result and revenue where reliably tracked.
• Diagnosis: strong clicks with weak conversion may point to the offer, page or audience—not only the video.

Set the observation window and spending limit before launch. Avoid declaring a winner from a handful of clicks or comparing campaigns with different audiences and budgets as if only the creative changed.

For a structured business pilot, pair this production workflow with our 30-day AI ROI scorecard. For a wider content operation, use the seven-stage content workflow.