The advertising industry is experiencing a seismic shift. 'Surf's up' in the race to catch the wave of the century, AI-generated video production. While many creative agencies are still dipping their toe in the water, we at Sidekick Studios decided to put on our surf gear and dive right into the newly charted territory.
In early 2025, we partnered with Stratiphy - a promising UK fintech startup - to create something that we'd not endeavored before: a commercial produced entirely using AI-generated content.
Stratiphy faced a classic startup dilemma. As a new player in the crowded fintech space, they needed to introduce their innovative General Investment Account with maximum impact, but on a minimal budget. Traditional video production wasn't just expensive - it would have diverted critical funds away from product development at a crucial pre-launch phase.
The initial instinct was to explore stock footage, but this approach quickly revealed its limitations. How do you create an ambitious, brand-defining commercial using generic library visuals? The answer became clear: you don't compromise on creative vision - you innovate around constraints. Rupert, founder and Creative Director at Sidekick, commented on the campaign:
"Stratiphy empowers users to make smarter financial decisions through AI-driven investment strategies. Likewise, we approached their launch campaign with that same principle - developing AI-driven creative that empowers viewers, through bold execution. The insight: without an investment strategy or goal setting, investors can miss out on market opportunities by being unprepared and unreactive. To highlight the importance of a well timed, and well thought-out strategy, we compare two investors (Carl and Alan) who have very different outcomes from the same scenario.
This project was a turning point - not just for Stratiphy, but for how we think about production. With a limited budget and an ambitious creative vision, we took a gambit (at the time) to use AI, unlocking creative freedom you simply can’t buy with traditional methods. It proved what we’ve always believed: constraints fuel innovation, and great storytelling will always find a way. Kudos to Stratiphy for taking the chance card on this approach.” - Rupert Mason, Creative Director & Founder, Sidekick Studios
This is where artificial intelligence entered the conversation as more than just a cost-cutting measure. AI production offered something traditional methods couldn't: unlimited creative possibilities without the traditional barriers of location, weather, or casting limitations. Instead of settling for mediocre, Stratiphy could leap ahead of competitors who were still locked into conventional production approaches.
The brief was straightforward yet ambitious: create an engaging, platform-native commercial for YouTube and Instagram that would drive awareness, generate buzz, and convert early interest into active users. With AI as our production backbone, we weren't just keeping up with industry standards - we were setting new ones. Daniel, founder of Stratiphy, commented on the campaign:
“Working with Sidekick has been a great experience from start to finish. Their team came up with a bold and playful concept for our launch campaign that perfectly captured the spirit of Stratiphy. The video - made entirely with AI - is dynamic, and gets across our message in a way that feels fresh and exciting while helping us stand out at such an important time in our journey.” - Daniel Gold, Stratiphy CEO
The timing couldn't have been better. Recent industry reports show that over 77% of marketers are now using AI video generators, with more than half of consumers expecting high production standards regardless of how content is created. The landscape has shifted from questioning whether AI can produce quality content to understanding how to harness it effectively.
Our approach with Stratiphy proved that AI-generated commercials aren't just viable alternatives - they're powerful tools for creative storytelling that can rival traditional production in both impact and polish.
Creating Stratiphy's commercial required solving problems that traditional production teams never face. Maintaining visual consistency across AI-generated scenes became our primary technical hurdle - ensuring that lighting matched weather conditions, characters remained recognizable from scene to scene, and the overall aesthetic felt cohesive rather than disjointed. We developed detailed character profiles and stress-tested them across multiple prompts and angles, treating each AI model like a finicky actor who needed precise direction.
The emotional core of the commercial centered on natural elements—sunlight dancing on water, authentic surf conditions, and skies that felt genuinely alive rather than artificially rendered. Frame-by-frame refinement became our standard practice, dialing in realistic weather effects until every element combined cinematically. This meticulous approach transformed what could have been obviously AI-generated footage into something that felt crafted by human hands.
Character development posed its own unique challenges in the AI realm. Stratiphy's brand required diverse, relatable characters who authentically represented their target audience - not generic stock-photo personas. We carefully considered ethnicity, age, and physique, ensuring the message was clear: successful investing isn't about who you are, but about having the right tools.
The commercial advertising industry is witnessing an unprecedented shift toward AI-generated content, with over 41% of advertising and marketing professionals adopting AI in their video creation toolkit - a large jump from only 18% in 2024. This isn't just about cost savings—it's about creative possibilities that were previously impossible or prohibitively expensive. Suddenly, brands can visualize any concept, in any location, with unlimited takes and zero weather delays.
However, this technological revolution brings substantial responsibility, particularly in regulated industries like financial services. We invested significant time in compliance vetting, ensuring our AI tools didn't violate usage rights or likeness regulations. The creative possibilities are endless, but the legal and ethical guardrails must be rock-solid from day one.
The most successful AI productions aren't those that simply generate content - they're the ones that approach AI like a sophisticated film crew. Every frame required deliberate consideration of lens choice, shot composition, and camera movement. We weren't just prompting a model; we were directing scenes with the same precision we'd use on a traditional set.
Looking ahead, the line between AI-generated and traditionally shot commercials will continue blurring until it disappears entirely. The question isn't whether AI will replace certain aspects of production - it's how agencies will differentiate themselves in a world where technical barriers are rapidly dissolving. Creative vision, storytelling expertise, and brand understanding become the true competitive advantages.
We're already seeing early adopters gaining significant market advantages through AI production capabilities. Startups like Stratiphy can now compete with established brands on visual storytelling, while larger companies can test creative concepts without massive upfront investments. The democratization of high-quality video production is reshaping competitive dynamics across industries.
The most exciting development isn't just the technology itself - it's how AI production is enabling new forms of creativity that were previously impossible. Complex visual narratives, impossible camera movements, and fantastical locations are now accessible to any brand with a compelling story to tell.
At Sidekick Studios, we've built our reputation on helping startups and established brands do more with less - turning creative constraints into competitive advantages. Our London-based team combines traditional advertising expertise with cutting-edge AI production capabilities, ensuring every project maintains authentic brand voice while pushing creative boundaries. Whether you're a newly-funded startup ready to make your first major advertising push or an established company exploring AI-driven content creation, we specialize in campaigns that marry algorithmic precision with human storytelling.
Our mission extends beyond individual projects to building the ultimate platform for scaling brands and creative talent. As the advertising landscape continues evolving, we remain committed to proving that innovation and authenticity aren't just compatible - they're mutually transformative.
