Product fidelity
Keeping packaging accurate in an AI ad
How to decide which shots need an approved product asset, and what to check before approving them.
Start with the shot that has to match
A bottle across a room and a bottle filling the frame have different jobs. The close-up may have to show the exact cap, label hierarchy, volume and color. Mark those shots in the brief. For an abstract reflection or a background silhouette, the key requirement may be the recognizable shape.
Supply the right version of the product
Send current packaging art and clear product images for the SKU in the ad. Include front, side and back views if the shot turns the product. Flag features that are easy to miss, such as which side the cap opens on or where the foil ends. A press image from the previous release can lead the whole visual treatment in the wrong direction.
Decide where the approved image belongs
If the label must be readable, one option is to build the environment with AI and use the approved packshot or label art in the finished composition. Discuss that before approving a shot that asks the product to tumble, bend or catch a complicated reflection. The motion and viewing angle affect how practical a faithful composite will be.
Review the moving shot as well as the still
Check the approved frame first. Then scrub the actual shot at the start, midpoint and end. Watch the shape, spelling, color and reflections as the product moves. Have the brand owner confirm the frame where the product is largest. If the film demonstrates what the product does, use verified references for the action and the claim.